Elko independent. [volume] (Elko, Nev.) 1915-current, 1916-12-15
NEWSPAPERS MUST GET BUSY.

The newspapers of the United States J
must create new sources OF revenue. {
This is especially true of newspapers
outside of he metropolitan class.
They are against problems quite as W.
~precedcnted as these which are con
fronting the merchant and his patrons.
The merchant is compelled to charge
higher prices for his goods although he
is not making as much profit rs he
did under,freer trade at lower prices.
And the average patron-the salaried
man or wage earner-is hard besei to
make ends nee
II Is from the merchant that the
newspaper draws considerable Of its
advertising support. From the middle
class OF people the newspaper draws
the bulk of its circulation
The big manufacturing interests ard
trade m~anipulaIors who are putting
the screws on the merchant are no,
newspaper advertisers. They work
their advertising. gratis, by other
means.
There Is = maximum of revenue
from the commercial field for news.
papers. II does not reach the mini.
mum OF a newspapers needs in the
face OF the increased cost OF producing
a paper.
And with the increasing cost OF pro.
ducins a newspaper there has been 4
cuTtailmsnt Of other sources of -eysr.
ue which custom and practice formerly
left open. Public printing" the busi.
ness iavo-s OF public utilities and prof,
liable work from rghlic officials hay.
become Z neglicibl" source OF income.
Formerly these o""ncG c~cnsiGc-abl.
sources of legal income. 1; Is bette.
for the papers and for The people thu,
these sources hav" been abandoned
but the limitation OF sources OF r-ycr-
ue creates & O. !!c., which must b..
met from OF : sources.
There t., b. = radical -vat.us--
ment OF classification Of News and aG.
veTtis!ns. The free stuff and tn
'pGif' must le cut. Newspapers mus:
he2!n TO plac" mo:" premium on their
space. They must resist appeals fo-
free publicity. The mus, advise IT,.
public on business principles. and the"
must labor 10 secure new understand.
ings as TO news cl~assi!ications and
values.
Th"7" IS no reason VIII? : newsrape-
should run certain classes Of publicity
without charge than that the merchant
should give away his goods. Let II,
Illustrate: Some organization is 10
ho!d a meeting and desires 10 no,ity its
n"'Ab' and tho public. The fact i
brought to the newspaper office a.
news Yet 10 accoIap lish this mott.
ticat!on b. postal card or letter would
cost several dollars and not b. 50 v.iJ.
IN us scope. - promotion ~or-aniza.
,:aC = iaGnJh-I. Il ::o. ., ;n.. 49,.
"rS L" back il and It's officials TO the
limit. Yet officers and attaches OF
mat Organization are under salarY. and
everybody who figures in its operation.
from landlord down 10 janitor. /, pajI
i"r Ms services. The l.
supposed TO cEpHnd it, stock in trade
pubilcity-fTee Some big concern
'ha' IL nor even an advertiser makes
some change IN its affairs. and tho
papers are expected 20 take # M On
the ground that the concern is a nuhIir
institution to be boosted. Yc, II doc.
not seem 10 occur to the public that :,
newspaper. too. IL a public institution
ana mat It's product, a daily PAPER, Is
OF as much valu" to the c~orn,nuDi,y a.
cheese or thread. The cheese and
thfead are not given away-wby
Shoui a newspaper part with its stool.
In trade?
These illustrations may no, make
c'eaT the point We have in mind huf
.heE will serve to point the direction
IN which newspapers must look for
revenue with which to meet the
chanr"s Of III" day.-s'ock,on Mail.
~~0--