Milford chronicle., 1948-12-10
WE PLAN For 1949

The writer has spent over 40 years in
the newspaper publishing and printing bUsi-
ness. In all of this span of years we can
remember no time just like this-when so
many unpredictable factors are involved in
newspaper production. Never before has
publisher been so restricted in what he can
produce because of the scarcity of what he
can buy. Nevertheless, pOicy-makers
throughout the industry must think and plan
lOng-range. Commitments for materials
must be made many months in advance.
Rates, both advertising and subscription,
likewise must be established for a relatively
long period of time. These details consume
time.
Last year, decisions concerning 1948 had
to be made. Fortunately, we gauged the
years requirements correctly. Right now we
are engrOssed with plans for late 1949 and
early 1850 In which direction shall we go?
Toward greater expansion of our circula-
tiOn, a larger advertising volume and a
greater news cOVerage-Or toward a more
conservative approach more nearly parallel
ing the 1948 program now nearing an end?
The choice isn't easy. Not in an industry
so highly competitive. Not when an error
of judgment might effect the jobs of many
breadwinners and cost thousands of dollars.
The newspaper industry went into 1948 with
an increasing demand for advertising space,
for increasing circulation requirements and
for better and larger news cOverage. Not
Withstanding shortages of neWsprint and ma
terials necessary for increased production,
we at the Chronicle have been able to meet
, this greatly increased demand during this
year rapidly coming to a close. Meanwhile
this demand continues unabated. Chances
are we won't be able to produce more next
year than we have this. Lack of steel is
mainly responsible for the nOn-delivery of
much-needed new equipment. No increases
in steel capacities are sighted. The industry
. may be unable to meet the demand until 1850.
But nobody knOWS-fOr sure. We could find
ourselves in buyers market within 80 days,
or less, if the general economy went bad.
ALI this uncertainty greatly cOmplicates de-
cisiOns now being considered for the last
half of 1949.
Costs also are cOmplicating. Prices coup
in relation to costs, especially if volume isn't
sufficient to offset increased costs. Prices of
newspIint, linotype metal, labor and other
items entering into the production of a news
paper have increased by leaps and bounds
That has been the story since World War II.
1t continues to be the picture as we look for
ward to 1949 No publisher of a newspaper
can afford to be caught when the buyers
market returns-With a product that has
failed to keep up with the procession, or with
one that has Jagged behind in modern typo
graphy and styling.
But what should a newspaper publisher
do? Aim toward better product in 1949?
Sit tight and follow this years plan of pro-
cedure? Or expand his program for the new
year, hoping that this decision is the correct
one? The successor lack of sUccess-Of
those publishers who must answer these
questions will be measured in few years,
possibly even few months. When one con-
siders that comparatively few newspapers
have survived the approximately $4,000
which entered the field during the past half