The Morning Tulsa daily world. [volume] (Tulsa, Okla.) 1919-1927, 1922-03-16
MEET A FRIEND,
YOUR NEWSPAPER
Real Cure for Decreasing
Retail Sales Is More
Ink, Says Editor
Nv HEN GRoVER WHITE


..rnr community News Service
r.r, local newspaper, like the local
grs department, police department
and board OF health, Is accepted as
an institution by tho American pub
..,.|.n must do its work, serve all
interests. ignore danger, know no
.,gp. accept abuse, be always polite.
n Is looked upon as an institution
Shat must give its wares, /. c., SIS
.,Igulus. upon the slightest prCtcXt
o., t.r aid Of any sort OF movement
f.gIug the slightest tinEe OF charity.
.... advancement, or social welfare.
Do, ..u same breath II is called upuu
a., nrufcrt aud destroy, to blow hot
and cold. to uphold the courts and
e., watch them, TO support church
and liberalism TO bCfricnd the help
f.. and uphold property rights, 90
,. s,Vavs right and to he super
hUmun in its swift gathering ana
urrs,ntllion OF news Like the mt
r.e.nI departments mentioned 10
ro.,..s few thanks for doing It's
Jrv bul bitter attacks for the errors
ugt being but Of human energy.
are sure to arise.
\ Matter of Toll.
so ono that has not been active
m fln making OF a newspaper has
oven ID faint idea Of the toll d1d the
,rrrg.. tho sacrifice and the roatt
.r,.r,., that goes into every issue uf
ever. daily paper in every city Of
Nmrr.u. Few have any idea ut the
enormous expense that must be met.
Of tnr problems that arise from A
I.,r. .tv and must be settled with
ouf an iustants hesitation, problems,
often. whose wrong settlement might
mean "a fortune II not ruin. Tho daily
uapcr is as near q living thing, pulls
ur warm. kcenly alive. as man
made product can ever come, as deli
4 cate ass q web and as strong as steel
eablo.
paper the local business man gives,
as a rule, only what he must and
the newspaper is yet to be published
whose advertising department will
fan to hear a grumblc over its rates.
THE fact that there Is not an inmc-
diatc and tangible result from cvarN
Insertion IS the base for Ccdsclu IS
muttlriugs and even advertisers OF
Years whose whole business has risen
10 success through printer uE are
prone 20 bclittle the part played By
the local paper.
when Need Arises.
But should a matter arise wherein
the business man feels the need of
his paper. should his lodge or his
club or his church desire to give An
entertainment. should his telephone
bill be too high, his street car 100
lacking in seats. his treatment by the
corner policeman unkind, his milk
TOO thin, his children too little taught
90 school, his political party too dor
mant-ah. Then nc runs to his local
Goo
fort Then he demandS--and re-
ceiycs-.ts most valued asset, its
space.
The public supports tho paper,
the paper owes the public space" he
cries. But might he not remember
II is the public that supports him
and he would be aghast should the
public come i'm and ask his goods
from his shelf without pay, no mat
ter how great the need or how fine
the reason. The church does not
ask him to give ft pcws or carpets
the politician pays for his banners
the lodge for its hail. tho gas COM
pduy for It's pipes,
4 business depression settles down
The first to feel It is the newspaper
for tho average business man, unless
he is skilled advertiser of Ions
Standing, cuts first at his advertising
appropriation. In other words, ht
cuts away the greatest source oI
supply of life blood FOR his ailinl
business. II times are hard Il
money is scarce surely 1t is obvious
that II will take more CoaNing e
draw 10 from its hiding places. II
every other form of activity and in
dustry the greater the problem tn
greater the energy expended TO SolI'
IT, Why, then, does the average busl
ness man in times of depression
when his sales arc his greatest prob
lem lower the energy of attack, with
draw his silent statesmen from tht
newspaper columns and sit bacl
grumblins at the present, sobbni
Tor the past and crying but fain
optimism for the future.
Buy More Space.
\ sick man takes medicine q
make him we'll q well man takes eN
ercise TO keep him we'll and to max
MN even stronger and n very sicI
man seeks the doctor. regardless O
cost, 4 well business advcrtises {
Rako itself greater. a sick buslnc-
continues TO advertise until IL ge.
very sick and then instead of Callin
IN Dr., Widespread Publicity IL dis
misses even his assistants and won
uefs why II don't get well on genera
principles. Sometimes II does
sometimes people recover from scri
Gus illness without medical aid q
aavlce. But the chances are all o
,ne side Of the man who calls 70
understanding assistance.
Inc right sort of n newspaper
lhe best friend the American PUBL
ever had or ever will have; il IS III
~ greatest support and aid to America
business men they will ever know
lne sympathy between the bushes
neh ana the local paper should h
aspe1r perfect as it can be made an
az IonE as each side asks for an
,Apecls only those things that con
mon Justice allows the union will i
mutual support whose value