Evening star., 1938-01-23
COL. HERON TALKS.
TO VIRGINIA PRESS
Advertising Manager of The
Star Says Papers Are
Best Ad Medium,
BY the Associated Press.

RICHMOND. Va. Jan. pa ban,
quet, with United States Senator JOSH
Lee of Oklahoma as the principa
after-dinner speaker, tonight con,
cluded the two-day mid winter meet.
ing of the Virginia Press Association
Winder R. Harris, managing editor o.
the Norfolk Virginian-P Pilot, was toast.
master.
In the final business session late
todayathe editors and publishers heare
Col. Leroy w. Heron, advertisins
director of The Washington Evening
Star, say that newspapers need to sci
national advertisers on newspaper ad.
vertising before selling them on par.
tlcular paper. He urged a united
front in the campaign.
I'VE have the best advertising me.
dium there is" Col Heron said. He
added that more effective organiza-
ton for selling of newspaper adver.
tising is needed, and urged the CO.
operation of Virginia papers in efforts
now under way.
answer Many queries.
W. c. Stouffer. managing editor OF
the Roanoke World News, described
the development of picture technique
on the Roanoke Times and the Roa-
noke World News after installation of
an engraving plant. He said the
papers we're using four times as many
pictures as in 1885, and were greatly
pleased with the result OF pictorial
presentation.
After their talks Col. Heron and
Mr.. Stouffer answered many ques-
tions in round-table discussion.
At the morning session Joseph G.
Terry of Philadelphia gave a tech
nical and analytical discussion Of
newspaper auditing and taxation.
The association went on record as
opposing a pending amendment to the
national bankruptcy act, which would
eliminate published notices in news
papers, and voiced its opposition to q
proposal to increase second-class post
age rates.
In resolution the association as
serted its belief that the amendment to
the bankruptcy act would be against
the public interest and against the
interest of creditors. President Ray
mond B. Bottom, publisher of the
Newport News Times Herald and Daily
Press, said the revenue received by
newspapers was' small and that it
would be Of small importance If it was
lost.
In opposing an increase in second
class postal rates, which President
Roosevelt recently indicated he ia
vored, the association stated that the
ng-maintained preferential rate for
newspapers was in no sense q sub
sidy of newspapers, but rather a sub
sldy for rural readers of newspapers.
President Bottom said it had been
proven that newspapers could deliver
along their established motor routes
more cheaply than through the mails
and that the effect Of an increase
would be on the subscriber along rural
mail routes. He said newspapers in.
evitably would have to increase sub.
scr1ptlon rates for such subscribers.
Peery Commended.
otner resolutions adopted COM
mended former Gov. George c. Peery
ior MS cooperation with the press in
Its efforts to inform the public, and
pledged to Gov. Price the co-opera ton
OF the association in matters for the
good of Virginia.
Another resolution praised the work.
high courage and fidelity to trust of
Edward j. Neil, correspondent for the
Associated Press, killed on the Teruel
front in Spain.