The times-news. [volume] (Hendersonville, N.C.) 1927-current, 1933-10-13
NEW BUSINESS DEAL FOR
NEWSPAPERS

A few weeks ago The Times-News made
a 20 per cent. increase in the price of this
newspaper delivered by carrier. Now
comes the manager of the New England
Daily Newspaper Association with the
statement that newspapers in that section
will be compelled to make a SO per cent.
advance in subscription prices. Frank l..
Phillips, the gentleman referred to, says:
"Just as certain as Death and Texas is it that
newspapers must have more revenue if they are to
survive maintain their high standard, employ more
people increase payrols, meet rising costs of what
is used to produce, and be balanced against indi-
rect or direct imitation. This increased revenue
must come in advertising or circulation receipts,
or BOTH Nobody is going to substitute the news
papers Which, of course, God Forbid
Newspapers sell to readers at too low price
at price enormously under what they are worth
to buyers and at a price well out of balance with
what it does and will cost to produce them.
Publishers have carried on, hoping against hope
that something would happen, or be brought about,
to re-establsh their businesses short of increased
advertising or circulation levieS. They have insti-
tuted economies right and left They have dug
into and through their rainy day SURPRISES. They
have in many instances wiped out any salary for
themselves and have borrowed to the limit to fur
Their the interests of their papers and their en-
ployees The day of reckoning is not far off. Pro-
erastination is leading TO the brink of the cliff
which some will topple but from which the
jory will, of course back away to rebuild through
readjustment to meet changed conditions which
have been going on ever since the first sprinkle
of the economic Storm"
! Mr.. Phillips INDUCES in plain talk, but
the times demand plain talk. The prices
of newspapers throughout the country
have always been too low. In the case Of
a large majority of newspapers the adver-
Using rates are too low. AS far as its OPP
Grating costs are concerned newspaper is
manufacturing enterprise, and it is sub
ject to the same rules governing other in
dustries. An industry that sells its product
too low has to quit manufacturing or raise
the prices of its products. Newspapers are
facing those conditions today.
People who are getting daily news
paper as small as The Times-News at
present prices are buying a bargain, in
the language of the stores. There is moth
ing the people buy that costs so little in
proportion to its real worth as the daily
newspaper. That statement applies to
The Times-News, too. The time, money
and labor expended in producing this pa
per would appall the average reader, if he
had clear understanding of the matter.
The daily newspapers, long-suffering
and accomplishing community burden
bearers, are due to get some relief and
some benefits from the New Deal" along
with other lines of business. People who
read newspapers in the future are going
TO have to pay for them something approx
imating their cost and their worth, to sub
scribers. Newspaper publishers are under
mo obligation to furnish the public the in,
Indispensable service of the press at finan
eial loss, or for less than fair profit or
the business done. Some people seem Il
think the~1iewpaper publisher ought to be
willing to pay for the privilege of serving
them. That is poor business rule and one
that will not work. 1t would not work il
the business in which these people are en-
gagged; and while much of that kind O.
business has been carried on in newspaper
publishing, it is coming to an end. 1t ha
to end. Newspapers have accepted thei
financial losses eheerfuUy, have borrowe
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