Evening star. [volume] (Washington, D.C.) 1854-1972, 1929-01-27
By FREDERICK DICKINSON,
Advertising Director, Hupp Motor Car
Cornorafion

Corporation.
Few individuals outside the craft are
conscious of the tremendous part played
by the fourth estate in the development
of modern business. Few readers have
any conception of the vast amount of
labor and intelligence necessary to write,
print, distribute and sell a newspaper
or magazine. That so much effort is
concentrated in any printed medium
obtainable at such slight individual cost,
is. to me at least, one of the n1arvels Of
the period in which We are living.
There has come about, within recent
years, strikingly different attitude on
the part of both the publication and its
readers concerning modern business.
Just as each cub reporter learned that
names were all important in his daily
stint, so did newspapers and magazines
cling for years to what might be termed
individualized news. This particular
type of information. which antedated
the general use Of advertising, was per-
hapS attributable to the fact that early
newspapers were animated voices Of a
small group Of community. They had
not reached that stage wherein they
represented the country Of the world at
large in the matter of providing news.
fourth estate, and the reading public,
and modern business, are responsible.
People no longer are content to visualize
only what their friends and acQuaint-
ances are doing. They are eager to
learn what the other half of the world
is doing
To my mind 1t is an UNREASONABLE
fact that reading and travel are the
greatest sources of education after the
schooling period. Why do we read
newspapers and magazines? Why do
we study the printed picture?
Change in Scientific Field Noted.
While there are some who read out of
curiosity and others who read for enter
tainment. the majority of newspaper
and magazine subscribers are seeking
for information. It may be news con-
corning the important social events, or
details OF striking murder or discussion
OF the latest play or book. Still it is
information.
What has been the greatest change,
IN subjects, particularly in newspaper
print, within the past five years?
To me, the increased space devoted to
business and scientific news has become
one OF the most influential subjects of
recent years. At one time the introduce
ton OF a new motor car, for example.
was almost taboo as far as page one of
the newspapers was concerned. Editors
considered such an announcement as
having little, II any, new value. The same
was true OF the opening of a new store
or the organization of new stock firm.
But now, largely through education of
readers and their acquisition of broad
enlng influences, such material is essen.
TALLY Of news value.
There is not a single large scale bust.
ness within my memory which does not.
IN some measure, owe its importance
and success to printed information. It
may be advertising space, selected news
or well directed publicity that has pro-
v1ded the medium for this information.
Nevertheless, it has accomplished the
purpose Of providing information for
public consumption. Radio would be a
rloiculously small industry today were
it not for published information about
this wonder Of science. Every scientific,
labor saving, comfort and convenience
det1ce which has been introduced with
in the past Is years has depended pri-
matily upon newspapers or magazines
for Its success. On the other hand, each
publication has derived unusual benefit
from this source Of information. And
the public. those who make the fourth
estate and business an enjoyable and
profitable occupation, has derived in
estmable benefit from such a change.
Value Hard to Estimate.
Modern business and the printed word
have become inSeparable. The third
corner Of our present day triangle, the
public, must likewise not be separated.
This step forward has been taken In the
right direction. It has already played a