The Topeka state journal. [volume] (Topeka, Kansas) 1892-1980, 1913-01-27
]. SHERIDAN'S PAPER.
PaoIa Editor on Necessity for Circula-
ton.

The paramount issue with a country
newspaper. according to John W. Sher1-
dan of the Paola Western Spirit, VINO
addressed the Kansas Editorial asso-
citation at the Commercial ciuo thls al
ternorl, is circulation
..Next TO having enough cash on hand
every Saturday night to pay or ms
working force" he said, nothing IS OF
more vital concern to the editor OF a
weekly newspaper than circulation and
how 70 increase it. And, in view of
the fact that securing and holding ad-
vertising hinges chiefly upon the actual
number of papers printed and sent TO
bona fide subscribers, instead of being
of secondary Importance. the matter OF
circulation is undoubtedly the para
mount issue.
.sJt,s the tap-root of a newspapers
cxistence-its very life-this circulation
problem because a large clrcuiatlon
means more money every year. hoI
alone from those who merely read your
paper but from advertisers, both local
and foreign. who when once tilorous my
convinced as to the field you cover, IN
crease their advertising space ana sci
dom hesitate to sanction a JustlIlaole
increase n the rate per 1nch.
"A merchant places an advertisement
in your paper for one purpose ana only
one publicity. It's a business propose
ton. pure and simple. with him, as IL is
with Won. and he naturally expects TO
GET returns from that investment just
the same as do you expect TO get seIH
ice from the goods you buy over ms
counter So. both start on an equai
footing Misrepresentation concerning
vour circulation is just as harm1ul 10
Won as MISREPRESENTATION by him re-
% rdine the sale he made. Neither can
he successfully carried out tor any
great period. Such methods aren oI
the progressive sort and this is an age
of progression. Hence, it behooVes the
country editor to exert every honoraple
effort towards maintaining a good CIR
cuIation statements, and swelling the
as rapidly as possible HOW Is
If TO be done? What's the pest piah
There are many. We all nave cur own
tried them out an'i pos9 ,o
avarv scheme has been more or less
successful. ,.,..,. oon
GRO +he majority of publishers coh-
+aes+s or premiums make their Strohs
est appeal The contest plan Is olo anu
but, like the circus
ever new. There an n
5efinabIe something that sets people
rnine when they open up their home
naner and see large half tones or a sooo
piano, Or an array of 15-jeWei watch-
as."
In the discussion following the al
dress general opinion seemed TO pe
that the best advertisement for pa
DPy. was having bllO -
giving away automoplles' pif'iio9'
sets of dishes
For 20 years I have been WORKING
IN this problem, and have not found |
, successful solution of 1t yet, de-
dared Clark Conkling, of the Lyons |
1.-The trial contests, now
Yer. have been complete failure. The
.esults were not good in my case
Nothing succeeds, in my opinion, ike |
PERSONAL solicitation
my experience in the building up OF
. country newspaper" said George Il. |
Morgan of the Peabody Gazette, mas |
,een that it is best to depend upon |
he paper itself rather than any de-
ice instituted for any temporary IN |
.rease in subscriptions. /
Eugene Howe, of the Atchison Globe,
rave an interesting address, followed !
w a general discussion, on Locals and |
Say Locals E. E. Kelley. of the To-
onto Republican, read a paper on |
Newspaper English and Mrs. T. c. |
oeffer, of the Eureka Herald, conclud- |
d the afternoon session with discus
ion of women in Journalism.