New-York tribune., 1916-04-27
Demand Exceeds Supply
and Drastic Economy
Methods Sought.
"AD" CENSORSHIP
PLANS GROWING
Cleanup Movement Wins New
Clients-Associated Press
Directors Elect.

How can a newspaper be printed o"
less white paper was the question IlS-
cussed Al the thirtie.h annual meeting
o the American Newspaper Publishers
Association Yesterday at the Waldorf
Astoria. Due to increased adver;isIng'
more news than ever and demand Tor
news print paper from other countries
the publishers face the unusual situe-
tion where the demand exceeds ths
supply.
A dozen methods for using less
paper were discussed b. the publish
ers. as they convened in private session
in the Astor Gallery. Some were re-
ported TO be in favor Of reducing the
white margin of every page, others
suggested methods more drastic. %
if the favorite sheet some Sundsy cor
sists only OF the comic section, sport
ing page. curb gossip and the weather
mans communlque, constant readers
will understand.
"The keynote Of the meeting was
economy said Lincoln b. Palmer, man
aeer Of the association, Afterwards
"The situation reaches It's crisis WITHIN
the next few weeks, when newspapers
have the greatest amount Of adVert'S-
ing and circulation OF the year. LAY
il the biggest month and there IS NJ
question but that every publisher II
the country will decrease the amour
Of paper used 80 that the unusual con-
dition may be met by all
Paper Situation Acute.
According 20 Charles II. Taylor. Jrp
one of the directors, the situation has
been complicated by the demands or
print paper from South America and
Europe.
Herbert l.. Bridgman, president o.
the association. opened the meeting
with a review Of the past years work
and spoke with much qualification Of
the freight rate contest which the
association conducted, saying that this
alone had saved the members at east
S25O.000.
"For the first time" said Mr.. Bridg-
man. "the association through counsel
conducted a contest against one OF the
most powerful and far-reaching ager-
cies of the government. The protes,
certainly postponed. from September.
1918. 10 March. 1916. any advance IN
freight rates and competent Judges
estimate that OF that subsequently
effective our members will save $780,
600 and other publishers who pay no
part Of the cost Of the defence nearly
as much more annually. Certain basic
conditions haze been established which
will afford protection TO other districts
and prevent further advance IN tn
territory under discussion"
After the morning session most o.
the members attended the luncheon Of
the Bureau of Advertising. where more
than $50 advertising men discussed
their relations with advertisers. W
L. Carey. president of the Royal Bak-
ing Powder Company. and John II. Pat
terson. president of the National Cash
Register Company. spoke on the great
part played by newspaper Advertising
in the building up of their businesses.
Censorship for Advertising.
G.. Edward Buxton. jr.. of THE Provi-
dence Journal" made plea for group
Consciousness among advertising men
H. regard 70 censorship. There we're
still newspapers. he remarked, when
would accept advertisements Of Old Dr.
Bunkems Indian Herb Medicine or the
Sahara Development Company, whose
lots. like hell, needed only water and
better society. !. r. Mackay. OF "The
Toronto Globe" acted as chairman and
the other speakers were William H.
Field. Of "The Chicago Tribune" and
Louis Wiley. OF "The New York Times.
At the afternoon session Of tho asso-
citation the third annual report of the
committee in charge OF the Bureau Of
Advertising was received with great
enthusiasm. With a new high record
for general newspaper advertising
established for the first three months
Of 1916, it is predicted that the year
will be a record breaker.
During the year large number Of
newspapers Joined in the cleanup
movement" said the report, elm
mating from their columns certain
forms of advertising which in their
Judgment was undesirable Your COM
mittee believes this cleanup move
ment is one that must b reckoned
with. and the experience Of the bureau
shows that newspapers exercising close
censorship of their advertising columns
have ben rewarded fo- the temporary
sacrifice of re-. nue. by the advent Of
other advertising of undeniably good
character.
zone large advertiser in particular
made the point TO the bureau year
ago that he would not use newspapers
because of the character of business
carried b. some Of them
Millions in Advertising.