The evening herald. (Klamath Falls, Or.) 1906-1942, 1922-08-22
THE LOCAL PAPER
nARApoxlcAL us 1t may seer

Ing day after day tnru its news CSl'
umns TO add to the sum total OF hu-
man understanding by presenting the
facts on matters OF local and gener.
al concern: through it's editorial col.
umns to give Just and impartial
analysis OF the facts: through its adj
vertising columns TO build up the
business of the community, is the
least understood OF all enterprises
affecting community LIE, is the least
subjected to estimate and analysis
and receives least proportionate
value from its constant campaign for
community unbuilding.
Tho average man has a hazy idea
that the newspaper is somi-ph!lan-
thropic Institution labcring for the
good Of the town, to be forgotten
when Il is functioning efficiently but
criticized when IL falls to measure
up to his uniformed standards OF
efficiency.
The average mans idoa of his To-
cal newspaper is not fla,tcring ar
even a just opinion. lie has little
conccp,ien Of the newspapers real
value AMI vital usofalness to the
town. and little appreciation OF It's
steady asd persistent effort to make
the towna better place TO live In.
II he Is In business he considers
himself { prince OF generosity II he
gives tho newspaper an advertise
ment noS and then. lie looks upon
this largely as n donation. lie has
no idea pf the value of the adver-
tis,ng servlee provided for him by
the ncwsfaper. considers that news
paper space is n cheap commodity
and the price he pays &c all profit.
As an. abstract proposition It Is
a tru,hfyi statement tha, tho aver
age man in business has no adequate
comprchcns!Sf Of the value to the
OF the newspaper ard'of
the benefits he himself gets Indirect
ly by having good newspaper In
the communi,yiuwtich he lives.
Getting down to cases and tho
matter OF publishing newspaper In !
Klamath Falls. You will notice that |
we have referred not to the business .
man. but TO the man in business.
The business man advertIscs from /
no spirit o! charity. He buys space
because It Is a profitable under,ak.
ing. as much OF a necessity to his
bu0iness as In the suit OF clothes. the
pair OF shoes, the food, or the heat
Ing. lighting, or thousand aad one
kinds OF commodities or service sold
through advertising.
The business man understands tho
power OF advertising and uses II con-
TO build up bigger busi-
ness. The man IN business tests ad.
rertising occasionally. perhaps, with
advertisements written by, hssnself.
poorly conceived. Otter settine-forth' =
extravagant and unsupportable
,laims. Naturally he gets little or
10 results from such spasmodlc and
Inefficient methods.
Which establishes the proof % our
that the average man has
title conception OF the power and
'alue OF newspaper advertising. or
low results are attained.
He understands that there is
ital force contained in electricity.
With which marvels may be accom-
'lished. But without knowledge of
low to harness that force he would
xpcct no results OF power or light
r heat from his uneducated attempts
I an electrical installation. d,
Nor with the power properly con- ,
ected would he expect to turn II off
nd on at irregular and spasmodic
,teryals OF weeks or months ana yet
laintain regular operation ,Of the +,
lachine to which the current, Was d
arnessed. y
But In applying the power OF ad-
ertisins to the growth of his bust
ess, the average man in business.
Gpects results that are equally alb i,
ird. a-
In this community. as In every e
her. the power of the local paper a
only partly developed. Like cleo h
lefty there Is a vast quantity OF "
potentialities in COM
unity publicity, which may be
lilised with profit to the whole COM =
unity. :,
But, like electricity, publicity must 8
a