Evening star. [volume] (Washington, D.C.) 1854-1972, 1931-06-03
ADVERTISERS VIEW
PAPERS AS UNIT.
Appropriations Being Made
More for Daily Field as
Whole.

The growing importance and value
Of newspaper advertising on a national
scale by great advertisers was stressed
today by F. r. Gamble, executive sec
rotary of the American Association OF
Advertising Agencies.
Speaking before the Fifth Mechanical
Conference of the American Newspaper
Publishers Association at the Govern
ment Printing ONCE. Mr.. Gamble said
newspaper advertising was becoming
considered more and more both by pub
fishers and by national advertising
agencies as unit" for large appropria-
tons.
Standardization Under Way.
This means. the speaker said, that
the further newspapers progress in
mechanical perfection the more 1t is
going to be possible for the agencies to
use the newspapers as a unit. Along
this line movement is we'll under way
for certain kinds Of mechanical stand
ardization, Mr.. Gamble said, particular
ly as to column width, to make it pos
sible for the advertising agencies to
use the same size plates in newspapers
throughout the country.
Newspapers would not be asked to
give UP their individuality, he said, but
irregular sizes, especially as to column
width. add to the cost Of preparing
materials to be put into advertising
space, thereby reducing the amount of
space that advertisers allot under their
general appropriation.
Two Main Sizes.
In discussion from the floor 1t was
brought out that 90 per cent of the
newspapers of the country use two gen.
eral sizes of page-8-columns, 12-em
width and 8-columns, 1212-em width.
The other per cent of the newspapers
in the country are divided into 16 diff
ferent page widths, 1t was said.
Among the features for discussion OF
press room topics today was a talk by
E. L. Cecil, head machinist Of the press
room Of The Evening Star, on ref1n-
ishing and polishing rubber rollers.
He presented motion motion pictures Of
machinery developed in The Star and
now in use there for such regrinding
and ref1nishing He said by this proc
ess rollers might be made to last
through a total Of 10 or IL reinish-
ings.
w. w. Warfel, representing the
Maurice Joyce Engraving Co., discussed
newspaper illustration and its problems.
Capt. G. H. Ruth, superintendent of
The Evening Star, presided at one Of
the sessions of the three day conference
which closed today, and other Star
representatives present included: John
Callahan, foreman of the press room;
Richard Brown, foreman OF stereotyp-
ing; Joseph e. Whyte, foreman of the
composing room; william H. Mclean,
Alexander Gordon and Ralph Prescott
of the composing room, and Frank j.
Erwin, assistant superintendent.
C. F. Hart Presides.
The presiding officer this morning
was Charles F. Hart of the New York
Times, and this afternoon Frederick H
Keefe, publisher of the Newburgh News
Other speakers on the program in
cluded: w. w. Spaulding Of the Albany
Knickerbocker Press; Joseph M. Farrell
Of the A. A. A. A.; Rudolph e. Lent
Jersey Journal; Jackson Townsend,
president Wood Flong Corporation;
John w. Park, production manager
Chicago Tribune; T. F. Mcpherson,
composing room analyst; Arthur H.
Burns, New York Herald Tribune; B.
L. Wehmhoff, technical director Gov
eminent Printing Office; George H. Car
ter, public printer, and w. E. Wines OF
the American Newspaper Publishers
Association.
Sessions were held both in the Gov
eminent Printing once and Wardman
Park Hotel.