The herald and news. [volume] (Newberry S.C.) 1903-1937, 1911-08-01
NEWSPAPERS AND COMMUNITY
DEVELOPMENTS.

News, a few days ago, carried a very
sensible, as we'll as a very true, edi-
torial, and We feel that it is particu-
larly appropriate to this community
at this time, and, in fact, would be ap-
propriate to any community at any
time. It is too true that a community
rarely values the advantages and the
help to the community that the local
newspaper furnishes.
The News says:
'It needs no argument to convince
that no movement ever attained sue
cess without publicity and in the ma
ture of things any movement requir-
ing for it's success the support Of nu-
merous persons must have the invalu-
able aid of a common mouth-piece.
The kind of publicity needed in this
development is afforded by the local
paper at every stage of it's progress.
The local editor should be and usually
is conversant with the community S
needs; he is wholly in sympathy with
and is an enthusiastic supporter of
every undertaking that is calculated
to make his town bigger, better and
more enterprising."
It would be very poor newspaper,
indeed, that was not wholly in SYM
pathy with, and an enthusiastic sup
porter of, every undertaking calculat-
ed to make the town better and big
ger. It is also true that the local
newspaper is really the smallest di-
rect beneficiary of the progress and
advancement of the community.
This is truly an age of publicity,
and that business which does not ap-
preciate the advantages of advertising
in the local newspaper, does not have
the proper appreciation of the spirit
of the age.
The News says further:
"The first evidence, therefore, of a
community's awakening is to be
found in its local newspaper, and the
first act of those initiating a move
meut for local development is to en- :
list the services of and work hand in
hand with that paper.
"*But this fact must not be miscon-
strued. The newspaper is business
Institution, the same as is a dry goods
Or a grocery store. It must give
financial return for the money invest
ed in it and for the labor expended up
ON it The greater part Of the explol-
tation performed by newspaper is
more directly for the benefit of some
thing Or somebody else than for the
publisher himself. But paper, ink,
type and everything necessary to pro-
duce newspaper cost money and for
financial support the newspaper pub
Usher must look to those who derive
benefit from the publicity it. affords. :"
1t is true, as we have already said,
and as the News says, that the news
paper is generally the smallest bene-
fciary and receives the least benefit
directly from this activity and in pro-
snoting the commercial as we'll as the
other interests Of the community. The
people, somehow, especially in the
smaller communities, seem to have an
idea that it does not cost money to
buy paper and ink and type and to pay
the men who produce the newspaper.
&2AOJ w uSL SNOlA ICct11Z6 UudL luS
newspaper itself, and space in the
newspaper, constitute the merchan-
disc which the paper is selling, and
should be treated just as the average
citizen treats groceries or dry goods,
and that while, in certain sense, the
newspaper is a public institution, yet
in order to live and to do it's best
work, it must get pay for the paper
and for the space it sells just as the
grocer is paid for his wares or teh
manufacturer for his manufactured
products
The News concludes:
''The benefits arising from the pub
licity Of newspaper are not limited
to subscribers and advertisers. The
paper is a constant worker in every