El Paso herald. (El Paso, Tex.) 1901-1931, 1920-09-23

ON AND AFTER October l. 1920 the subscription price
~ Of The Herald VIII be 81 Der month for carrier delivery
or mail subscriptions IN the city Of FL Paso and in Texas
New Mexico Arizona and Mexico. special rate Of S1o50
VII be made for yearly subscription paid IN advance
and special rate Of $3.50 for six months subscription
paid IN advance Outside the states named the rate VII
be $50 per month, postage paid
There VIII be increase in the selling price per single
copy
The increase made necessary BY the enormous increase
the cost Of white print paper the large advance II wages
and salaries, and the advance the price Of almost every
thing entering into the cost Of making and distributing the
Tie cost Of the print paper entering into each copy Of
The Herald than four times what II was IN
1914 and more than three times what II was IN 1918 Inc
price tendency steadily upward greater shortage than
ever is predicted and there appears be promise Of
the slightest improvement in the paper market situation
for q long time to come.
The payroll Of The Herald 90 percent above that Of
1913 without any considerable increase IN the number Of
employees, and IS double that Of 1914 and 1915.
Among the other items showing heavy increases IN the
last year two telegaphc expense, both news and
commercial; newspaper mail and express rates. freight
travelling expense; printing and stationery; machinery and
materially tyne type metal and stereotype meal stereo-
type atrZes; printers ink; wrapping paper and tW1ne
Taxes have greatly increased well insurance
The Herald has earnestly tried to absorb the increases
by constantly working for greater efficiency IN the organ
izaton and by increasing the advertising rates from time
10 time But the time has come when the SUBSIDIES
and readers Of The Herald must be asked to part
Of the increased burden thing they have never been asked
before in the history Of the paper with the exception
Of slight and altogether inadequate increase put into
effect two years ago The Herald believes that the justice
Of this request VIII be recognized BY every subscriber and
reader and that there VIII be Stop ny paper orders
coming result Of this necessary business adjustment
For the years 1914 to 1913 inclusive, the circulation
revenue suced pay for the print paper and the ccu
Istion department COSTS leaving IN years small
balance
In the five years 1s14191s little 20 percent Of
the circulation sufed TO buy the print paper
But IN 1913 required 81 percent Of the circulation revenue
TO nay the print paper In 1920 the cost Of paper has
risen so that not only does every dollar Of circulation
revenue 90 into pzpe cost but 26c besides the p1nt paper
alone thus costing for every dollar received from cir
culztion.
The advertising rate has been increased from time to
time and advertisers bearing their share Of the IN
casss cost Of production But recently the subscribers
have not been bearing the full share which they should
Justly assume They have bearing the proportion
which heretofore they have always borne and should justly
bear The Herald feels that VIII need nothing than
mere statement Of this fact impress subscribers with
the absolute necessity Of increasing the rate at this time