The Chickasha daily express. (Chickasha, Indian Territory [Okla.]) 1899-current, 1911-09-01
WHERE TIE FREE PAPER FAILS.
lTuIsa WORLDLY

Tulsa World.)
Ii is the deliberate Judgment Of the
World that the suspension Of the free
newspapers at Oklahoma city satur-
day marks The end of free newspapers
everywhere and effectually explodes
another theory that came near gain
ing an enormous support
The Pointer was the first free paper
IN Oklahoma city. 1t rapidly rose
from little insignificant guttersnipe
to protenlions publication that was
eating the yitals out of the legitimate
journals of that city. 1t gave it's pro-
duct away II paid not the slightest
attention 70 the wishes or interests.
OF the people. because its circulation
vas whatever it wished it to be, sub
iect only 20 the reading population Of
tie field
Then the Oklahoman undertook to
fieht the devii with fire. II started
free afternoon paper and the war
was on Everybody .in the business
has been losing money in that field
for months. and the whole community
suffered Mind you. ii the beginning
the advertisers sympathy was with
the Pointer It must have been or the
Pointer would never have become a
factor.
But the legitimate papers started a
campaign OF education. The vicious
effect Of a free newspaper were point
ed out II was shown that dcsir.
able publication must have something
slse than circulation: muls perform
service other than bringing the ad-
yertiser results. must use the strength
ana vitality given Il BY local patron
age In the local field 70 widen the
field and influence 81 the entire com
muniiy And right here is where tSA
free paper falls down a free paper
can not circulate through the mail:
hence its circulation IS confined TO
the local field IL does not advertise
its town; IT is poweriess TO benefit It's
community It's sole function is TO
garner in the coin and perform no
public service whatever. It is a para
site.
The Pointer went down under the ar
gument We are told that il has been
broke for weeks. We are quite ready
70 believe this The result Of this
fight proves two things
l. The advertising public can be
educated 70 act even against its will,
ii It can be shown that it is following
a dangerous policy.
2. The free newspaper is now
menace anywhere. 1t can be ousted
from the field by a campaign Of edu-
cation for it has nothing whatever to
Justify its existence.
And because it has demonstrated
these two points the Oklahoma CITY
incident is Of untold value to news
paperdom everywhere. Unquestior-
ably there has begun to exist ten
dency to consider carefully this new
class OF journalism. Brilliant and ex-
newspaper men had begun
to take up with the idea. The circu-
lation department has ever been an ex-
pensive necessity to every publisher
+ it could be abolished and the publ
cation enabled to have a circulation
as large as its field it looked like q
good thing. The Oklahoma city Point.
er was being cited as proof that such
principles were sound.
We consider it fortunate that the
whole proposition has been exploded.
No product that is given away can
be Of lasting worth. Newspapers are /
more valuable for their community
work than for the direct benefits to
TO successfully discharge
its duty and live up to its opportuni-
ties a newspaper must be known. adj
mired and trusted abroad as well as
at home. And unless these are among I
the assets Of a publicity agent. it is
not worth the patronage Of the bust
ness community
These are some Of the truths the Ok
lahoma City incident has established.
We have observed thaf The strength