The Brunswick news. [volume] (Brunswick, Ga.) 1906-2016, 1916-10-17

scription rates. Every means posi-
bic is being employed ito bring the
demand for white paper down to
something nearer the level of the sup
ply" says Associated Advertising.
The large city papers are affected
the same as the small ones. Their
increased cost is fabulous. Here are
samples of items clipped from the
Editor and Publisher:
Charles Thornton Libby, Port
land, Me-, publisher Of chain of sub
urban and country weeklies, has an
nounced the suspension of all of
them. on account of the increased
cost of white paper"
THE Greenville (Miss.) Morning
Times has suspended publication, an
nOuncing the high cost of newspaper
and other things necessary in the
making of daily paper as the cause
of suspension. The editor announces
that the paper will hereafter be is
sued az a weekly, printed every Sun
day"
There will be many suspensions be-
fore the first of the year.
Heretofore the subscriber has al
ways received, in his newspaper, !
more than he has been asked to pay |
for The usual subscription price is
not more than enough to pay for the
cost of the white paper As the ad-
vertiser demands circulation he is
willing to pay for it,
{ In most instances papers are ad-
Vancing advertising rates to cope
with the situation, 1t is better to
hold to good paid, circulation and
give the advertisers the benefit of it.
even though the advertising rate be
increased a little, than to cut off
much of it. and have the double added
cost of building 1t back again when
conditions might improve.
There is, however, no prospect of
the paper situation improving in the
next year or two. In fact, it is likely
to become more serious. Publishers
are being notified by the big paper
concerns that they are being allotted
stated amounts of paper per month
and that the publishers must live
within the allowance. The reserve
supplies are about exhausted On ac-
count of the. high wages offered in
other industries labor is difficult to
find and there is constantly de-
creasing supply of raw materials.
George F. Steele, secretary of the
News Print Manufacturing Asocia-
ton, who knws more about the paper
situation than any other man. per-
haps, says the situation may be pull
ed through with paper at high cost If
the big publishers will curtail con-
sumption and lesson the present abb
normal demand. He does not believe
that it will be possible for newspa-
pers in the future to sell advertising
so cheaply as in the past and pres
ent, and reminds publishers that they
must print less advertising at high.
err rate il they would meet the situa-
ton
The paper that will increase 1t adj
vertising rates can, by reducing the
amount of space used maintain its
uuhlllg anu toutHtetcucSS W h1No eSi
vice in fewer pages. 1t will really be
a better newspaper, one more easily
and more thoroughly read and will
really give the advertiser better
service.
Such procedure will enable the pa
per to live through the serious sitna-
ltion, with the greatly increased cost
Of production, though the making of
money must be out of the question.
Ii the others keep their heads above
water they win be doing we'll There
are ether items of Importance that
| are adding to the increased cost of
newspaper printing such as linotype
metal. stereotype metal, inks, etc.,
that have not heet forgotten in the
rise of prices.
1t is much better logic. perhaps,