The Topeka state journal., 1919-12-06
a SERIOUS CONDITION.

We might as well be frank and out
spoken about the serious condition
which menaces the newspaper busi-
ness.
The smaller newspapers of the
country. and that includes all the
dailies in Kansas, are facing a crisis
that imperils their existence and con-
tinuation as business enterprises.
An announcement has been made.
effective January 1, of an advance of
80 per cent in the cost of white paper,
over present cost.
White paper has now increased $50
per cent in four years. This means
suspensions, consultations and bank
ruptcies for maLy newspa pers, or their
conduct at a loss. unless commensu-
rate increased revenues can be Sc
cured.
Newspapers are advancing their ad-
vertising rates %. 80 and 33 per cent
and some publishers advocate doub-
ling the advertising rate. Subscrip-
tions are advancing to twenty and
more cents a week.
Advertising and subscriptions, as a
rule, have advanced slightly. COM
pared with the advances in other COM
modities and the cost of producing
a newspaper.
The increase announced for January
for white paper would far and away
paper.
To meet the critical newspaper stu
alton now confronted. we will ask our
subscribers to accept the small ad-
vance of IA cents a. week on the
paper delivered by carrier. or an ad-
vance from 12h cents to cents per
week; and an advance of 10 cents per
month on the mail subscriptions, in
creasing this rate to Sc a year. This
percentage of increase is far less than
the increased cost of paper alone. net
taking into account the recent ir-
creases made in various labor depart
ments during the last few months
This increase in subscription rats
is made solely to help take care of the
advance in the cost of white paper for
which contracts must now be made
for the entire year 1920.
In connection with the additional
charge of 2 Il cents per week for the
paper delivered by carrier, one cent
of the increase will go directly to the
carriers in the main part of the city,
who have not been receiving suffi-
cient compensation for their services
under existing conditions.
There has been no advance in our
subscription rates for nearly two years.
IT is hoped that by economies and
efficiency to meet the increased ex-
penses without lowering the high
standard of the pal IT and to stil con-
tinue to furnish readers the latest and
| best news and the proper features
which are SO important to the reader
each day.
| These changes on subscriptions must
be made effective for the service
given after January first.
The State Journal has deplored an
increase in rates but is simply driven
to it as other newspapers are driven
! to 1t for protection and self-preserya-
| tfon.
The circulation is equal to that OF
the war period; and the local circiila-
ton even exceeds, now being more
than 10000 each day in this city
alone.
Newspapers and advertising toda,
a 4, listed among the lowest priced
commodities for the service rendered
The production of white print paper
in this country is 10 per cent less thar
the consumption. The cause of this
of the papers in the large cities and
to the fabulous amount of ADVERTISING
they are carrying. Many of these bis
city dailies have been daily refusing
numerous columns of advertising
They are now reducing their sizes tc
help newspapers generally.
! The great cost of print paper and
the difficulty of getting a supply re-
gardless of cost is bringing about
greater than war economies in its use
AilnO many papers are announcing
increases in advertising The State
Journal will resist any increase In
regular display advertising rates and
if possible, refrain from such increase
We kno.y this is an unusual stand t.
take, but 1t is time to call halt ano
stop what is known as the "viciou:
circle; rather do we wish to encour-
age our advertisers to reduce theii
prices and reduce the cost of living
Some of these prices have been re.
duced; more should be.
D, In many other cities of the countr,
the local advertising has been so grea
that large amounts of space have beer
refused by the newspapers. This ii
not true of the Topeka situation: nj
Topeka newspaper has been obliged
to refuse advertising. In our neigh
boring city, Kansas City. the Star. the
evening newspaper. is daily throwing
out many columns of ADVERTISING; thi,
in the face of a recent increase in theil
advertising rates of from rs to 33 pei