The Idaho Republican. [volume] (Blackfoot, Idaho) 1904-1932, 1917-12-28

and interview every farmer in the
! country and keep cases on the poll
ticians too, have got to be training
some more help to run the printing
house.
Folks, did you ever hear of Ed
ward Box? He began editing The
, Ladies Home Journal in 1890 and
during the quarter of century he
! filled that position he set an example
that is worth anyone's while to
study. He went right along doing
what he wanted to do regardless of
what his friends or foes or COM
| petitors thought or said about it.
+: Because he published things for
women to read the other publishers
called him ladies' man. Because
he wrote how to make nicer homes
they spoke of him as the fellow with
skirts; and when he did not reply
to their jeers they dubbed him a
sissy.
Well, this man Box got tired of
that, so when he had gathered up
enough editorial powder to suit him
he wrote up some of the other edi-
tors so warm that it curled their
hair. Then he went right on making
The Ladies Home Journal greater
help to housekeepers. He had found
how and where he could do the most
good and he had the good sense to
go right on organizing the work big
ger and broader
Now about that new kind of a
paper ! am going to start for you
next Tuesday. AS I said it is some
thing different. And you are going
to laugh and ridicule me when I tell
you what it is. But just hold your
horses, it might be all right.
1t is to be an imaginary paper
now laugh. AS I said, it will be
handled in The Republican office. At
first it will exist only in theory and
on paper There will be a separate
set of books to keep account of the
theoretical expense and the theoreti-
cal income from it each week, and
there will be a theoretical charging
Of losses from the present semi
weekly for business that we lose
from the real paper to go into the
imaginary paper. There will be a
theoretical stack of print paper in
the basement to print it on and a
theoretical addition of ton of limo
type metal, some type. an imposing
stone, a barrel of ink, some extra
help in the press room, an extra re-
porter and some extra expense for
light, power, postage and bookkeep-
ing.
Now let me go back a little and
show you the reasons for all this
imaginary stuff.
Last spring we changed our paper
from weekly to a semi-weekly
without any means of knowing how
much we were likely to gain or lose
by it. There was no way to estimate
it and I had to shoulder4l heavy ad-
ditional expense and take what /
could get out of it. The public did
not understand it very well and
did not have as much cooperation
as hoped for. told the advertisers
I was sending it to all Of my sub
scribers just the same as the Fridays |
issue, but they had seen so many
new ventures claiming their adver- |
Using patronage that were merely |
distributed around the principal |
streets of the town and did not reach
the country people, some of them
thought I was just lying to them,
and declined to patronize any but the
Fridays issue even when I was de-
livering 1000 copies to actual sub
scribers in the country in addition
TO several hundred within the city
limits.
l could not get enough advertising
to justify printing eight
pages every Monday so I printed
our. After the fall trade COM
nenced I could publish eight pages
without loss, but it is a big problem
o overcome peoples prejudice and
liked habits, and the Friday paper
'eceives the bulk of the advertising.
The next thing / want to do is to
urn my semi-weekly into a tri-
weekly, but I want to avoid the diff
iculties I had last summer guessing
1t what people would do about pat
'onizing the additional paper. Some
merchants say they want Monday
PAPER, but they don't want to ad-
vertise in it. Some want Wednes-
lay paper, but they don't think it
would be good to advertise in. They