The evening herald. [volume] (Albuquerque, New Mexico) 1914-1922, 1916-04-19

perishablc staple articles OF everyday
use. Urging their patrons who h e
any present or probable early future
need for such aticles to buy now be
fore prices are advanced"
This is no trade catching scheme.
II is the most sincerely honest adver-
tising that could be done right now
and under existing conditions In al
most, every line of manufactured prod
uCts one who needs u metal bed. Coz
instance. may obtain that bed now
for less money than 1t can be had for
a month from now or six months froiu
now. or, In an probability. two years
from nov. The shortage of raw ma
tcriais applies To- carpets. certain food
products. clothing. aud iu fact to al
mos, every necessity of our everyday
lite. The merchant who advises you
tn buy nov things you are reasonably
certain to need within the q is NOT
~ catCh-penny advertiser. H." is Il
serious counselor for ,our economy
and welfare His words merit a r.
spectful hearing
We could with equal sincerity ard
wholly without n selfish end advise
snyon. who needs paper for whatever
a. l... - .. -. . "a
j. possible 10 buy g. There are som.
lines of manufactured paper that ate
already wholly exhausted. The list II
increasing dailA-and on all the rest
quotations are advancing by jumps
and hc'ween every mail
only Yesterday the Herald had nc
oasion to re-submit figures on q per-
iodical publication printed IN this
plant. SIX months ago when the hrs;
price was made the paper on which
this particular publication is printed
cost 2 cents the pound In March u
and Yesterday II had reached l0ts
Cents with every indication that it,
upward climb had just gotten fairly
under way
There is no industry IN the United
states which has been SO ut. H.
shaken and confused by tho oyerturr-
ing of world trade AZ the printing ~
dustry. commercial and news. Ia the
commercial printing branch paper
type. machinery and metal prices aye
never the same for two days and the
change Is always upward. orders tos
get, when they are to be had at an
The end of the rise m prices II not ~
-ight Should the war in Europe srG
tomorrow TWO wears would ne required
To restore the old conditions, If they
ever are restored
ON the newspaper side Of the print
ing business conditions Tor the pub
lish.rs are even worse. \ publisher
OF a newspaper with four or five thou.
sand subscribers cannot advance his
advertising rates 70. the price of his
paper because the price OF white
paper goes up other conditions h .
paper prices govcrn ms rates q
charge To the consumer but 'hc
white paper cos, goes up and up. and
the enterprisine American newspaper
publisher goes cheorfully on. swal.
lowing his costs as he goes. printing
Just 49, much news, as many & ard
~ tho same rates as II the prices o.
ten years. or flv. years or even the
nenefioent rates Of a year ago were
stiil IN force.
n the American newspa per publish
cr. speaking collectively. we're not a
s%pcndthritt In public service and a
tool In competition he would cut III.
size Of hIs daily white paper allow
hnoe IN half Now he thinks he can
not do II because his competitor does
not, or win not agree
But the day may come. ana come
very soon, when ne newspaper pub
Usher. REGARDLESS of his financial
strength ana buying power may be
forced 10 cut down his sizo ana NUM-
Der Of pages-simply because he Can-
get the paper any price
To return 10 the muttuns OF THIS a.
statement
You who need %stationerv ana print.
supplies. n who use such cup
plies ~ any considerable quantities,
AXE the advice of those who know
he men VINO hay the paper Tor YOU
md buy hos" supplies NOW For the
1rices OF pa per are going up aud up
nd stiii up until they nit the ethereal
blue. and tho nam today loyN
for their over coming down. |