The Idaho recorder. [volume] (Salmon City, Idaho) 1886-1927, 1921-10-14
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THE EDITOR
EASY MARK
If HE PRINTS ALL FREE. PUB
LICITY STUFF HE RECEIVES
THERE WOULD BE ROOM IN
PAPER FOR NOTHING ELSE.


packhorse and free utility has long
been the firm belief Of considerable
portion of the public, but to what ex-
tent this belief is carried into action
only those on the inside are fully
aware. The demand for free public
ity comes from far and near and cer-
tain portion of it is perfectly legiti-
mate. Every newspaper expects to
print matters pertaining to the up
building and welfare of their home
community, county, state, and even
nation. Much of this publicity if rigid
ly classified would come under the
head of pay matter, but because the
editor is interested in the welfare of
the community and the state in which
he lives, he prints it as news matter.
To do less would be churlish and un-
progressive and would stamp him as
not measuring up to the highest type
of good citizenship.
In sense, the newspaper is pub
lie utility, but because it has rent and
labor and paper bills to pay and be-
cause the editor unfortunately is COM
PEELED to eat, at least occasionally,
certain proportion of his space must
be renumerative.
These more or less sapient Obser-
vations were called out by mass of
publicity that happened to arrive at
this desk in one mail. The quantity
was not unusual, but the fact that
it all came at once called particular
attention to the manner in which
space -grafters attempt to work the
country papers.
A representative of the Cracker
Trust" whose Incorporated title is the
National Biscuit Company" writes
to ask if we will inform our readers
AS A NEWS ITEM that the prices of
all that company's products had been
reduced to pre-war prices.
A big steamship company, which is
launching wonderful new vessel,
sent a two column story and offered
to furnish cuts if we will reproduce
it as matter of news. 4~-.~.
An advertising agency sends
lengthy articles urging the people to
observe Candy Day" and asks that
we mention the day editorially and
send them marked copy The sugar
trust and the candy trust probably in
spired this campaign of free publicity.
Some individual in Wisconsin, who
had become millionaire through the
manufacture of particular kind of a
baby buggy, sends an article telling
something about himself and great
deal about his invention. The send
er is certain that ii would make fine
story.
Practically every department in the
state house in Boise furnishes con-
tribution telling of the excellent SER
vices being rendered, with inferential
reference to the particular qualifica-
tions of the incumbent.
Various magazines provide reprints
of long articles, book publishing
houses send lengthy book reviews,
which the editor is permitted to re-
produce just so proper credit is
given"
Each of the educational institutions
in the state send lengthy articles deal
ing with the work and progress of the
institution.
The various departments at Wash
ington furnish sufficient data daily to
fill the entire paper il not a line of
advertising or news were handled. As
a sample of this form Of publicity, a
tabulated statement showing the trav-
ell through the Yellowstone National
park for the season just closed, would
occupy a half page IL used entire.
The cost of sending out such volum-
inous and USELESS statistics would
make q considerable difference in the
expenditure of the government if it
could be eurtailed.
The Red Cross and the Near East
association send frequent and VOL
luminous bulletins, many of which we
would delight to print il space per-
mitted
Many of the film manufacturing
companies deluge the Office with in
tercstng stories, dressed up to catch
the eye and the interest Of the reader.
but which contain cunningly conceal
ed publicity for the movie company
back of il
And so on down the list. Some of
the matter contributed is meritorious.
A considerable portion of il is read
! able and would be interesting to many
people, but very large proportion is
a deliberate attempt on the part of
some business concern 10 g.aft adveF-
sising space through the Vuise of
news stories and at the expense of the
publishers.
The difficulty arising from all this
mass Of stuff is the time required 10
: elip cut such portion of the deserving
&natser - II Is possible 70 use. Be-
8 cause. not one line out Of n hundred
cen find its way into the columns Of
weekly paper.
But. because the editor comedies
with the universal belief that his pa
per Is a public servant, he viii con-
finue 10 wade through the mass of
matter furnished him 10 Gull that
which should rightfully be printed.
and will also for the sake of the pub
lie good contipe to print columns
and columns Of matter tha; should -
right he paid for.