Honolulu star-bulletin. [volume] (Honolulu [Oahu, Hawaii]) 1912-2010, 1914-02-21

the many talks before the llFe.Wlrc
Identical yards may be measured off.
II Is not like a bushel Of potatoes,
that can be picked over until all the
big ones are on top. However much
the necessity may. be, there is only
lone page enc and only so many coli
umns to the page So someone has to
give way. Frequently 1t. is the editor.
Sometimes il isn't When he does give
way. there are still the two adyer-
tisers to talk TO. with a practical GER
tainty that one or the other and some
times both get on their ear at the very
suggestion of giving way before ne
eessity. II the advertisers in the ordi-
nary newspaper only knew how much
trouble Is taken to adjust all these
little things within the four walls of
a print shop, there would be less hard
feeling when the ad. you write comes
out on the upper right-hand corner of
page three when you expected. 1t on
the lower left-hand corner OF page two.
Then there is the advertiser who
retains the impression that because he
pay y -AOi 04yCtStoltA6 oVoCC nC clAOul0
have something to say concerning
what is printed In the paper in the
way Of news and editorial expression.
This impression is fostered by the
magazine muckrakers who have re-
Gently begun to tell about the yenal
press. and the way that big advertis-
ers muzzle reporters and editors. In
Honolulu there are not many adyer-
Users who phone into sthe editorial
rooms and venture to give instructions
concerning news that must not ap-
pear. The Honolulu press is unhan-
pered; the friction between editorial
rooms aud business offices is prac-
tica1ly absent And this is as it should
be. because the more independent the
editorial staff Of newspaper may be.
the more highly is the paper regarded
by the reading public and the more
weight does it give to the advertising
announcements in its pages. The bet
ter looking. the better written and the
more honest with its readers news
paper is, the better advertising me-
dunn it becomes.
And this brings me to the point
want to make before the Honolulu
advertisers, which is this. Give the
Honolulu papers the same chance to-
make a good appearance as is given
the metropolitan papers Of the main
land. DO not insist upon hard and
fast rules of position. Take any big
and powerful mainland newspaper and
turn over the first three or four pages
You do not find those pages given the
preference by advertisers. because the
doing so makes that paper. the less
attractive: to the reader you want to
please with your advertisement. Po-
sition. in my opinion, is highly over
rated by the average Honolulu adver-
tiser. Mainland advertisers have
learned that in this age people read
advertisements wherever they are in
the paper. That is why you will find
great merchants paying thousands Of
dollars daily for places in such pub
LEGATIONS as the New York Herald and
the Los Angeles Times in sections
which contain nothing but advertise.
ments. In Honolulu, if two page an
nouncements happen to get together.
one or the other advertiser would re.
fuse to pay for his space, or al least
make a vigorous objection. But, If
such display is not good. how about
the experienced advertisers who use
the magazines. with 80 and 40 page dis.
plays. one. after the other, without
break? People read your advertise.
ments and they will read them all the
more IL you give the, editorial staffs
and the composing room foremen the
chance to make the whole paper ar
tistic geographically and interesting
from the news point OF. view.
Il suggested once to a prominent Ho-l