The Mankato free press., 1922-02-03
NORTHERN EDITORS
At SAUk CENTER
Annual Session Opened
This Morning
ADDRESSWAS BY Verify
Veteran Publisher Wadena Pio-
neer Journal Urged Uphold
ing Rates
ASSOCIATED Press Dispatch !

Sauk Centre. Mimi. January 27.-
There can be no reduction in the ad-
Vertlsing rate OF country weeklies j
they are TO earn legitimate profit,
w. +. Verify, veteran eulCor OIL the
Madena (Mlnn.) Pioneer journal,
tolu. Ihe NorInern Minnesota EuItor-
lal assoclaLIon IN cOnreuLiou NEE
Joday. sE
Auyertisers asserting that rates
ShUuIQ come down, CUhtenuIng luey
were IaIseu unaer STRESS o. Mar cUSto
were ausw ered' Dy Mr.. NeflIy, VINO
QecIareu lew papers made any prOnL
III ante EeIlul4 ua5S, aud II LooH
the nara IesSUnS UI war " Ledcu
them tney We're entitled 20 lar
front
Inc speaker said only the smallest
Iweeklies, generaIIy The 'One- man
advertising space at 20 cents co..
umn lncn or less, anu that nigner
hate was necessary 10 insure a pfUnL
Tor weekly papers employing a ~ofk-
ing lolce.
Price Cutting AssaiIed
Price cuLung Was bitterly asSaIleo
by Mr. Verify, VINO declared the puD-
llshers guilty OF this pracuce Should
not be ne.u representative or the
4NClNLA AlAS W piASS St ~
IN Dius Tor Legal printing, the speak
er gave IulS advice:
when the Time arrives that 1t ap-
pears abSolutely necessary 10 hSnt
Ior this WORK, DO hot consider costs.
fut such low ngurc on 1t tn4t
there will be no DOUBT in the mind OF
anybody that war has been declared.
Don't leave a profit IN 1t Tor anyone.
The no pront rule in such eases
is likely TO bring the rate cutter TO
his senses, and the rate can be
brought back to normal witnou.
evoklng criticism from anybody MI.
Verify gave these general business
principles to govern the country
Newspaper office:
First in the matter of Importance
in the business and of the country
newspaper is an absolute and abld-
ing 1aith in the business and what
it produces. Faith in the value of
the advertising and In the quality
self in such condition that TINS faith
will be Justified. Put yourself in d
position where you need never feel
Lhe urge to apologize either Tor the
product of the price you charge. Be-
lieve in yourself and nalf your bat
tie is over.
Be Strong With Locals
Produce an article of good quail
ty. Make your newspaper all that
the word implies. TO do this, De
strong with Your locals andN country
correspondence Make your news
paper of real service, not to your
Village but TO your community. In
this Job department, also gives serV-
Give nothing to the space CRATER.
Drop all such stuff" into the. waste
basket. If we all do this he will die
without knowing what hit him. Re
member that there are hundreds OF
So called press agents in this coun :
try drawing anywhere from $4,000
to $4,000 yearly, who subsist only
by reason of the comrlaisance OF the
newspaper men. Kill them Oft and
you can add their income to your
own.
Have one advertising tate and
stick to II. Have nothing to do with
concerns who place advertising dl-
rect and only upon condition that
YOU allow them the agents commits
sion. The advertising agent Is be.
coming one of your best friends, and
he will continually increase in value
to YOU if you treat him right. Pay
yCur commissions only to Legitimate
advertising agencies.
Be Prompt With Correspondence
BE prompt in your correspondence
Reply to every letter you receive
and your business will increase. So
ncit business constantly. Every
business house in your town should
be solicited each week. 1t will pay
you, even If you have to hire an ex-
ira man to cover the ground. Sollci =
tation means education, both OF the
solicitor and the advertiser.
Go operation: This is something
for the future, for it is practically
unknown in the profession today.
There is no more reason why puo-
fishers should not cooperate both
in buying and selling, than any
other set Of men in business.
"And above all, conduct your bus
mess in a spirit Of fairness and hon
esty. Tell the truth, but with a pit
of discretion. In case OF doubt, say
nothing. Treat every person alike in
your business. Do not have get
friends or pet enemies. Remember
that your personal likes and disl1kes
should not have any place in the
conduct OF an institution for each
newspaper is just that.
You may die and pass to your re-
ward, but your newspaper remains
and is judged at all times upon the
record it has made for fairness. In
your editorial comments, speak your
mind, but always in way which
comedies to others a right to dill
ferent ODiniOn."