New-York tribune. [volume] (New York [N.Y.]) 1866-1924, 1914-12-31
JOURNALISTS LIKE
lad" GUARANTEE
It's Same as STERLING" on
Silver, Waldo Tells
Convention.
ADVERTISERS AND
CUSTOMERS PLEASED
Enables Merchants to Hear OF
Complaints Which Clerks
Previously Stopped.

Is tho modern newspaper business
Don 4. SeitZ. business manager or
he World" says that 10 is not u IS
p public utility. says Mr.. Seltz, and
bears. IN its way, the same relation TO
The public IS the school or Chulch
does.
The newspapers relation 20 the bust
ness Office or the business oihces re-
lation 10 the spaper-was the topic
Of discussion yesterday at the second
day Of the annual convention OF jour
nslism teachers. The morning session
was held ~ Columbia University and
the afternoon meeting at New 1oTk
University.
The part played by advertising in
the composition of news aper was
discussed bv Richard II. Waldo. of The
Tribune: William ii. Okers, president
Of the New York Trade Press Associ9-
ton. and Mr.. Seitz.
Mr.. Waldo told Of The Tribune's
money-back guarantee, and said that so
far the paper has not been called upon
10 make a single refund.
That the new policy pleased the
merchants, Mr. Waldo said, was shown
by the letters received. The policy, he
stated. served "a double purpose in
bringing 20 the attention OF merchants
such complaints as were made by GUS
toners Previously the complaints got
no further than the clerks TO whom
they were made-on the theory, he
said, Of "the further from the com
plant line, the further from the firing
line"
Mr.. Waldo spoke Of the growing i'm
portance of clean advertising in a
newspaper, and asked the educators 90
80 ia of ~ u
the importance Of honest, straight
forward advertising.
"The fact that goods are advertised
in newspapers should be equivalent 70
the stamping of the word sterling
upon silver" said Mr Waldo, $50 far
AS guarantee of quality is concerned.
The use Of the word sterling was bit
tcrly fought by many silversmiths, but
10 is what has made the silver indus
try"
Public service, he stated, should be
the keystone Of a successful newspaper.
The role of the business Office was
explained by Mr. SeitZ, who took op-
portunity TO deny the contention Of
many that IL is the business Office
which controls the policy Of the paper.
That, said Mr. Scitz. is left to the edi-
tors. Good editing makes the paper, he
stated, and the business management
then makes il successful from bust
ness point of view.
As regards teaching the business
management OF a paper. Mr.. Seitz be-
lieved il couldn't be done. II was a
subject, he said, that could not be
taught with any degree of thorough
ness.
Mr. Okers spoke Of the work being
done by advertising clubs toward the
elimination of unclean advertising.
The problem faced by Libraries in
preserving copies Of newspapers was
touched upon by II. y Leydenburg, of
the New York Public Library. When
the papers began using a wood pulp as
the basis OF their paper, instead Of the
rags formerly employed, the manufact-
uring process, he stated, necessltated
the use Of chemicals, which eventually
destroyed the paper.
In order that their files might be
preserved. libraries conducted a series
Of experiments with transparent paints
and coverings. A tissue paper of Jap
anese manufacture is the best covering
yet discovered. he said.
The New York Library experimental
with a transparent silk, but discovered
that the cost of covering one volume
Of papers was S35. As treating all the
volumes in the library would have en-
tailed an expenditure of $4,000 the
project was abandoned.
The cooperation of papers will be
sought. he said, I'm getting editions on
a special permanent paper which the
Libraries will provide