University Missourian. [volume] (Columbia, Mo.) 1908-1916, 1912-05-23

p~ortance. 1t is not a cure-all, but 1
Is just coming into it's own"
Glen Buck said in part, In an ever
ing address:
THE public does not like to be hum
plugged. On the contrary. integrit!
and honesty are becoming the require
ments Of good advertising. The pro
fession Is just beginning to grow anG
will need trained men. Advertising il
not a science-it is a fine art. The
successful ads are not written by
rule"
Thursday afternoon the regular
meeting Of the Missouri Press Asso
citation was held, f. L. Purcell of the
Fredericktown Democrat-News presid
ing. Mr.. Purcell spoke Of foreign
advertising in the country paper, and
advised that the editor charge a fiat
rate for everything and stick to it.
Foreign contracts are usually sent to
the country paper already made out
according to the ideas of the adver.
tiser. MIR. Purcell said it would pay
the editor to send back the contracts
if they did not conform to the usual
rate of the paper.
He said another habit of foreign"
advertisers was to complain of miss.
ing papers and to ask for duplicates.
An effective remedy for this. he said.
was to send their complaint to the
postofice department.
E. p. C~aruthers, of the Dunklin
Democrat, gave an instructive speech
on business methods in the country
newspaper office. He offered some
practical advice to those who cOntem.
plated going into country journalism:
Never start a new paper" he said.
Buy out another man. Own your own
newspaper il possible: il not. incOr-
porate a company. and be sure to own
81 per cent of the stock. And don't
let in a politician as stakeholder. Con-
troll the company and you will control
its policy.
"A Mahogany desk isn't nece- sary
for good editing. Don't have more
than two chairs in the office or you
will encourage loafers.
Avoid ~piano-contest subscriptions:
the results are temporary"
Mr.. Caruthers said he could see no
reason to enforce the cash-in-advance
rule. He said he collected 80 per cent
of his bills annually: hence, only one
scrap" a year was necessary. He
discouraged the use of solicitors in
obtaining subscriptions. but said a
good idea was to pay the postmaster
and rural carriers a percentage on all
new names turned in. To keep the
mailing list from becoming delinquent.
good idea vas to send the official
postoffice notice of delinquency to the
subscriber.
AS to advertising. Mr.. Caruthers
said:
"One cent an inch per hundred sub
scribers Is a just rate. 1t Is a mis-
to have one enormous adver-
tiser. for he will discourage display ad-
vertising among his smaller competi.
tors. Don't sell advertising space by
the acre. II o quote a page to a
for S. for just this once he will
ask the same rate again. Encourage
want ads. They are always read" !
He said it was advisable to buy
stock in large quantities and to keep
on hand only two or three varieties Of
paper. In the job department. one
should not attempt enclosing and
fancy work. A fancy" printer will
spend $14 worth of work on a 81 job,
he said. ;
las to employees, select only high d,
priced men. Don't let a boy in the :
shop. Let him learn the trade at the
other office. and then. if you need him.
offer him more pay and you will get a
who knows the trade.
Don't borrow CT lend to your COM
unless he or you are dead or
sick. Pay all bills promptly and get a
II you have to borrow money
to do 1t. Keep a detailed expense ac-
count daily, and a balance sheet year.
ly. Be sure to credit your own salary
among the items"
Friday morning was given over to
of the mechanical side Of the
business. 1t was printers day. r. T.
Deacon. treasurer of the Ben Frank
in Club of America, led off the dis
with an illustrated exposition
the cost system. He explained the
Of charging for everything
rom making ready" to punching
loles in printed pamphlets. He showed
low it is necessary to keep account
II chargeable and interchangeable
hours, and even of the wear and tear
II machinery.
Then followed an informal discus
lion Of the mechanical side of the
,fice-whether it was better to use
engines or electricity. a No
0 Mergenthaler or a Junior. and other
similar questions. H. J. Blanton of
he Paris Appeal told of the great