The Lynden tribune. [volume] (Lynden, Wash.) 1908-current, 1921-08-25
Indispensable to Business Inter.
ests for Advertising
Purposes.
UNHURT BY LARGE DAILY
Country Weekly Touches Every Inter.
est and Activity Of Its commu-
nity-Asent Of Education.
By ]. ORIN OLIPHANT

the teaching profession of reeen
months that education is a produc
which must be sold to the public am
that teaching represents one of tn,
highest types OF salesmanship. Sue
tcessful sellers of commodities of al
sorts employ every known medium TO,
reaching the public. Publicity of al
sorts is highly profitable for them. ane
it has been the recognition and appIi
cation of this principle of doing bust
ness that has permitted American
Journalism to reach its present-day
proportions. To say that business in
terests support" a newspaper is a
misstatement of facts. Business in.
terests buy space in a newsp pa per as
a means of marketing their goods. Ii
it didn't pay. tehy wouldn't buy it. The
daily and the weekly newspapers of
the country are today the greatest fac
tors in shaping public opinion. Educa-
tlonal interests are recognizing their
Importance by using them more and
more as means of establishing points
OF contact with the public.
Nos nun ny Large Oailies.
The development of metropolitan
dailies, with the excellent facilities for
their distribution throughout the coun-
try. has led some to believe that the
usefulness of the country newspaper
has practically ceased. Such is not
the case. however. Good roads and
rapid means of travel have not de-
stroyed rural and town life. They
have merely changed it, So the COM
ing OF the daily newspaper has not
crowded out the weekly paper 1t has
merely changed it and forced it to
specialize in a field which the metro
politan daily can not touch
Life in a small community is not
vastly different from life in a city.
Whereas in the city activities are lin
tied to groups. in the small town they
embrace the entire community. Bust
ness is transacted in the smaller place
according to the same principles as
those employed in the conduct of big
business" in the city. Merchants in
the small towns need a publication
through which to display their goods
to the buying public To the extent
that the daily newspaper tends to
crowd out the country weekly will
the business interests of the small
towns be adversely affected They
can not advertise in the daiIies. for
the cost would be prohibitive Only
a very few readers of the daily news |
paper can be considered their custom
ers or potential customers.
Intimate Relation With Community.
With its value as marketing /
agency firmly established comes the |
opportunity for the country newspa-
per to be an instrument of public sery
ce- Through this means il acquires
/ grip on the people of the community
hat increases its value to the bust
less interests of the community. 1t is
he keeper of the community con-
science So close to its readers that
it were so disposed-it
becomes the proper medium for ex-
'ressing the best thought of the COM
nunity. Churches, lodges. clubs and
community organizations of all sorts
sc it to SELL their influence to the
ommunity. Through it civic price is
reused and interest in the community :
1t is the one community
lstitution that stands a fair chance !
{ reaching all the people OF the COM
lunity all the time.
In the most carefully read publica-
on in existence in America today .
lie country newspaper-educatio can :
ave a proper hearing before the pub !,
C. There are in this country many :
,-called educational publications
hey are read by those actively en- ;.
aged in educational work The pub
c at large knows little or nothing of ,,
lem. What teachers have been
linking about in the past has been
lrefully concealed from public view !;
nd school teachers have been won n
aring what was the matter with the :
lblie,
Teachers Should Use Weekly. q
Teachers in the public schools who
il TO use their community newspa- ii
.rs to help sell the influence of te
cir schools are guilty of neglect p,
hat affects children is of vital i'm pl
,rtance to everybody. People want II
know about the work of the school in
hich they are taxed to maintain, and ,.
is the duty OF the teachers to see 2;
at they get this information. 1t is bi
Il always possible for all the patrons Al
the school to visit it frequently
ley have business affairs that de- VI
and their attention. So recourse
ould be had to the community A
rum, the newspaper. Wherever 30
achers have shown enough initiative bi
cultivate this agency, editors have lii
sponded most generously They
cognize such work as part of the til
bic service a newspaper ought to hi
rfOrm.