The silver state. [volume] (Winnemucca, Nev.) 1909-1925, 1922-12-21
LOCAL LADY WON PRIZE IN
CONTEST OF COFFEE FIRM

AS announced in an advert;sa
ment of the M. J. Brandenste;n
Company, in another column of this
issue, Mrs. Emma Snider of this
city won seventh place in the con-
test recently advertised by the firm.
sne having written, in the opinion
OF the judges, the seventh best lot
ter on the proposition of "Why
n. J. B. Coffee Should be the
Quaiity Coffee of America Mrs
sn'der's reward is a large supply
Oh the coffee. In all the firm has
awarded $500 in prizes, Mrs. L. A
Styles Of Fallon winning first prize
of $500 cash.
the work is increasingly difficult of
solution, in that it is necessary to
pay extremely high wages. which
the legitimate business revenue in
this city will not permit, with a
general tendency on the part of
employees to give as little for said
wages as is possible.
The consequence is that fri
weekly newspaper offices today pre-
sent rushed appearance that is
not in accord with accurate work
manship, and very often it is nee
essary to take a newspaper story
really worth about four lines and by
the use Of superflous words and
imagination stretch it out to a
columns length. Readers do not
like to wade through these wordy
articles to get to the meat of the
story, but it has appeared neces-
sary to do this padding in order to
make a fair showing Of news.
1t Is a strange fact, but neverthe-
less true. that these small-town tri-
weekly newspapers carry more lines
Of local news than do newspapers in
large cities such as Reno or even
San Francisco at times. That shows
on the face Of it that the tri-weekly
newspaper is wrong in theory, for if
such inconsequential news were nec-
essary or advisable. or a good busi-
ness proposal, certainly the metro
politian papers, with their magnifi-
cent ability and resources to give
the people what they want, would
go in for similar effort on q far
greater scale than is now the rule.
Then there is the advertiser to be
considered. Under present condi-
tions he finds that his advertising
appropriation, based upon the
amount Of business It Is possible for
him to do. will not buy sufficient
space three time a week to any
more than make his ad noticeable,
and to buy space commensurate
with good advertising practice he
must pay a sum far in excess of
that which his trading territory
justifies. The newspaper men are
patting him on the back continually
for increased space and make him
feel that he must do things not in
accordance with the principles of
sound business judgment. And the
only time he really gets interested
Is when the newspaper man cuts
the price Of space to the point
where it appears to be a bargain.
This price cutting. often brought
down to the bare cost Of type COM
position, is injurious to all con-
cerned, weakens the newspapers
position, the advertising is tenn
porary, hurried in nature, and of
really less value to the merchant
than il he had paid a rate
equal to that paid in most small
cities today for similar service which
is based on scientific conclusions
drawn from masses Of figures con-
cerning the costs Of producing news
papers. As 1t works out here, a
$225-a-month man is enabled. by
constant solicitation Of merchants,
to just about get enough business for
the newspaper to pay his salary, but
by adding the extra work within the
printing office he increases the over
head expense of the publication to
Continued on Page Three)
l>s,~- -la~~ Ra~enA-Ro en0An far