Five Mile Beach weekly journal., 1914-05-15
DOWN IN TEXAS LAND
DoIngs Of the National Editorial
Association. A Trip 10 Gal
weston, Sugarland and the
Quaint City OF San An
tonic
THE THRILLING STORY OF THE ALAMO
Continued from last week

Il ana LAS IOO AAh ~
the deficit. And, worse, the average
country editor does not know 1t. Those
were the impressive facts brought out
at the session of the National Editorial
Association Saturday morning. and
the facts were proved by men who had
studied their subjects systematically
and thoroughly.
The most enlightening discussion of
the financial problems Of the country
publisher yet heard In the convention
was by Herman Roe, publisher of the
Mortified (Minn.) News, known as
"Minnesota's Model Weekly" who
spoke on "What Constitutes a Remun-
erative Advertising Rate" Mr.. Roe
was a school superintendent until four
years ago, when he bought the News.
His first investment following the pur-
chase was the spending Of SIP for a
cost system. This system proved to
him that his rate of 10 cents an inch
was losing him money. He compiled
his figures, showed them to the adver-
tisers, and raised his rates to from 20
cents az inch to 30 cents an inch, the
low price to every week advertisers
and the high rate to occasional adver-
tisers. Contracts for less than a year
were made for rates between the mini
mum and maximum, according to the
amount aud character of the advertis-
ing. He lost only one regular adver-
tiser because of the increased rates,
end his receipts from advertising in
creased more than 81, 900 during the
year following their adoption. Mr..
Roe also increased the subscription
price Of his paper from $l.0O to 81 .5O.
He had $500 subscribers when he
bought the paper and now has $500.
Mr.. Roe cited several other instances
IN which the cost system had proved
to country publishers that they were
losing money on their newspapers.
He said Investigations had sho wn that
the publisher Of q paper with 1,000
circulation would have to get an aver
age of II cents an inch for advertising
In order to make a living from his
paper, wasted by job printing.
Mr.. Roe's address brought on a spir-
tied discussion In which several editors
told what the cost system had done for
them. President Oswald summed up
the discussion by saying that the pub
Usher who does moi know what 1t
costs him to publish his paper, as well
as to do job printing, is wandering in
the darkness, and extremely likely to
get lost.
The session closed with announce
ments by President Oswald and Lee
Rountree, the man with the pleasant
face in Texas and the most pleasant
voice in the United States, after which
the delegates were lined up on the YER
anda and a photographer took a shot
at them, which should be heard
around the world.
REPORT ON RESOLUTIONS
The following report was made by
the committee on resolutions:
"Whereas, This, the twenty-ninth
annual meeting of the National Edi-
torial Association has been made one
Of the ~pleasantest aud most profitable
gatherings in the history of the organ
ization through the hospitable efforts
and good fellowship of u hosts and
hostesses Of Texas and Of Houston; and,
Whereas, From the time our trains
crossed the border lines entering this
great and progressive State, we have
been met everywhere by that cordial
Texas welcome and royal Southern
hospitality, having been dined, enter
tanned and amused, interested by the
gallant men Of the South, charmed by
the beautiful women of Texas, given
everything that we have seen, prom
Used all that part Of Texas that we
have yet to see; In fact, entirely won
over to the Lone Star State by all this
gracious Texas hospitality; therefore,
be 1t
"Resolved, That it is the desire Of
this Association to express u graft
tude and sincere appreciation for the
many unceasing courtesies shown by
the lovable people and enterprising
cities Of the Blue Bonneted State
ITO Texas and to Texas people we
IAN only say, We came, we saw
YOU conquered. We thank you. We
hope to come again.
SUNDAY, APRIL 20.
The trip to Galveston was a courtesy
OF the Houston Press Club, and by spe-
cial interurban train of five cars, leav-
ing the Rice hotel at 9 and arriving at
the famous Oleander or Treasure Island
City after q delightful two hours ride
through the erased plain. only q few