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Newspaper Archive of
Shelton Mason County Journal
Shelton, Washington
October 2, 1942     Shelton Mason County Journal
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October 2, 1942
 
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Page Four | Newspaper Is Best‘ Buy in the World, Says Roger Babson By ROGER W. BABSON Babson Park. Mass, October 1 ——The public has come to rely upon advertisements. In countless instances, people make it a prac- tice to read the ads first and the news stories second. Naturally, there is some waste in advertis— ing, but 90 per cent of it is good. Generally, the individual or firm which foots a bill for advertising expects his ad to “pay its way.” The return in merchandise sales per dollar spent for space is care—. fully watched by retailers and other advertisers. In-certain types of copy featuring the sales of shoes, dresses, and various other articles of consumer goods, a merchant can determine an hour after his store opens for business whether or not the advertisement is a success. The average reader accepts his newspaper as a matter of course. Newspapers are, however, as im- portant to their communities as are municipal conveniences and services. A newspaper is the greatest buy in the world. All newspapers, regardless or size are highly educational. Unlike other great institutions of learning, nOWever, they are not endoww and. must be self-supporting. Na- turally, what keeps a newspaper going is its advertising revenue. Our newspapers make it possi- ble for us to have each day not sonly our local news, but inform» ation from every point in the world. Washington certainly owes a debt to all newspapers whether editorially they are “for or agin" the administration. Rationing and other government controls could not be put into effect without the free publiCity giVen by the press. The government might Well un- derwrite a series of advertise- ments prepared, through regular agency channels, to keep the peo- ple informed on what is going on. After all, as it has been said be- fore, this is the people’s war. They are paying the bills in life and property and have a right to know what is gomg on. The experiences advertising men are now having may result in an entirely new concept of the job that ~advertising in newspapers can do. Many manufacturers are carrying on a sensible campaign of paid publicity with no chance l THE \VORLD’S LOWEST ‘ PRICED SALESMANXI America's lowest priced sales- man, NEWSPAPER ADVERTIS- ING interviews more people, cre- ates more good Will than a doz- en men working full time, with never a door slammed in the face. NEWSPAPER ADVERTISING talks to people in the comfort of their own homes, when they are! most receptive to a selling mes-i sage. 1 NEWSPAPER ADVERTISING' shouts aloud to the world, through a voice that people respect andI believe in, that you have goods you are proud to be able to offer. i NEWSPAPER ADVERTISING. is the cheapest and most effective l NEWSPAPER ADVERTISING “AMERICA’S CHEAPEST SALESMAN! ‘ It Pays to Advertise IGreatest Paper 2 In North America By John H. Casey Professor of Journalism University of Oklahoma The greatest newspaper in [North America is not published :in New York City. Chicago has [none that compares with it. The E larger cities of the Middlewest, the {Atlantic Seaboard. or of the Pa- icific Coast know it not. Even {Canada’s great metropolises from icon-st to coast . . . Halifax, Que- bec, Montreal, Toronto, Vancouv— er . . . none of these can boast of it. Washington, D. C.? Not even Washington in war time. For the greatest newspaper in {North America wields ten times the influence, is read by one hun- ,dred times more readers, carries inestimably more pages of adver- tising and wartime information than any newspaper in any great city in this great continent of ours. The greatest newspaper in North America gets closer to its reader, is read longer, believed in more confidently, determines the outcome of more elections, exerts a greater pOWer for sane think- ing, sells more merchandise, rights more wrongs . . . than any metro- politan daily ever published. l The greatest newspaper in North LAmerica today is issued in some £10,000 editions, fifty-two times a gyear, published in some 9,500 inewspaper offices in 7,500 differ- salesman obtainable. *trol the. news lanes of the world. Rights Of People Depend 0n Press (A Suggested Editorial) By Dean Kenneth E. Olson Medill School of Journalism ; Northwestern University , In America newspapers have be- ‘ come as much a part of our daily life as the weather. We cuss the weather and we cuss our news—, papers. For over 200 years our Ameri— can newspaper has been bringing us the happenings of our home communities, the news of the na- tion and the world. We have come to depend upon it. We have learn- ed that nothing can happen that VVlll long escape the men who 133,—. lWe have felt secure in that know- lledge. We knew that where graft existed, sooner or later our news— §paper would drag it out into the 'open; that where there was cor— ruption it would be exposed; that where public officials failed in their duties it would be reported; lthat where there were enemies to, our democracy we would be told ' about it. And because we have for long years grown accustomed to that kind of public service we have of us ever stop to think how vital this free press of ours is to our, 'American way of living and what Estark terror would be ours if lthere were a blackout of news Lor if it were controlled as it iis in the Axis countries. Because lour newspapers have been frcel I to bring us all the news they can get We as an American people 1know more about What our gov~ ,crnment and other governments' larc doing than do the people of, iany other nation. America has‘ igiven us that check upon govern- Iment, that protection of our lrights as citizens which no con—l l . l . l icome to‘take it for granted. Few ' i I stitution has been able to pro- vide. In every community the news- }paper is the people‘s forum; it is i the community center round which lyou and your neighbors gather 1 every day to learn of the activities ,in your own town, of the national Iand World events which may at— ,fect you. It is the newspaper Lmoreover which is back of every Eworthwhile community enterprise. istriving to make your town more i Without this medium for dis- ,seminating information and for llmaking public opinion articulate now of getting their money backl amt towns and Villages throughout 1 our democracy could not exist. through increased sales. I hope many other firms will take advantage of today’s oppor- tunities to emphasize stories for the public good as well as to place emphasis upon sales type of Copy. Yes, I am optimistic for advertising both as a business and as a profession for those who will stick to it “rain or shine.” THOMAS JEFFERSON, “The basis of our government being the opinion of the people, the very first object should be to keep that right. Were it left to me to decide whether we should have a government with- out newspapers or newspapers Without a government, I should not hesitate a moment to prefer the latter.” NEWSPAPER READING IS GOOD BUSINESS By John H. Casey Because he didn‘t read his home newspaper regularly, 'an Arkan— sas farmer failed to see a school notice and did not file an applica- tion‘ for a change in his school district in time to enter his chil— dren in school. For the same reason, anotherl farmer forgot the assessor was coming. Another is still lament- ing that he did not know of a neighborhood reunion and picnic in time to. attend. Ahd'still another missed a pub- lic sale at which he had hoped to buy some young calves. VTa’klng’ your home newspaper means more than just an oppor- x-tunity to get the latest local news It is really a sort of insurance ', against missing the business mat-l ters about'which one must keep informed . . . bargains in buying and selling, legal information that cemes only through the news- papers, the small community newspapers. E'Very citizen who‘ fails to take his home paper is dependent up- on the vcharity or good-nature of his neighbors to keep him inform— ed on matters of vital importance. Harvest— Calls For 42,000” Workers In Washington State This is the time of the year what the harvesting of Washing- ton’s two hundred million dollar food crop is rapidly reaching its peak. It’s a time, too, that inter- ests all Washington residents for food crops play a vital part in the war program. The United States Employment Service, charged by the War Man- poWer Commission with furnishing workers to food growers and oth- er vital war industries, is appeal— ing for sufficient workers to har- vest the crOps. The need for workers is real and those who can WOrk, e‘ven if for a limited time, should don Work clothes and land a helping hand. ,The harvesting of food is as vi- tal as producing ships, planes, guns and other munitions of war. Those who help to harvest our food- crops will be playing a real part in the war program; they will help to furnish the food that will enable our fighting men and our Allies to trim the Axis aggres- 801's. l ,building of Chicago. -__________.~—_————___—_.—— ’the United States and Canada—Am Iwhich offices occupy a combined Lfloor space far in excess of that ! afforded by the great Empire l {State building of New York City iplus that of the great Wrigley E In comparison, the service ren-l idered to humankind by this great lnewspaper would make the gachievement s of any single phil- Lanthropic enterprise or of any; iindividual philanthropist fade into; i nothingness. i We all love to read it even- [though we have drifted far from ,home. The greatest newspaper in iAmerica is the home-town news- ,paper, better known to most of, 3 us as COUNTRY WEEKLY. With, lthe added influence and added ,circulation of the weekly’s first, {cousin, the small city daily, the icommunity newspaper’s import-i §ance in the affairs of this nation, ijournalistically speaking, is be-' , yond compare. , —— i l ‘, Since the famous Peter Zeng‘er itrial established the right of the enewspaper to keep the public in- lformed, newspapers have foughti Ifor the maintenance of this right, i lnot for newspapers, but for the ipublic they serve. l l 1 Fire Crews Soon. . l i To Plant Trees f '1 0n Burned? Areas‘ ' Olympia—«When the present for- iest fire season comes to an end, {crews of, the State Division oh i Forestry will turn to healing the scars of past fires and this fall and winter they will plant 2,000,-| 000 seedlings of Douglas fir and .other species on approximately €3,200 acres of burned-over and lent-over lands in Western Wash- iington, according to T. S. Good— :year, state forester. Planting will 'be confined to state lands only, and the young trees Will come from the state’s Capitol Forest‘ nursery in the Black hills West of] Olympia. I The plantings this year will be made on the following named areas and in the amounts indi-‘ cated: Skagit county, 600,000 seedlings, on Fraley mountain; Snohomish. 300,000, on Ebey hill; King, 100.000, near Lake McDon- ald; Pierce, 200,000, near Elbe; Thurston, 100.000, Capitol peak; Clallam, 200,000, Blynn; Grays Harbor, 200,000, Wickswood; and Pacific, 300.000, Sutico. Goodyear said that the cost of lifting the trees from the nur- sery and planting them on the burned areas will run to approxi- mately 3:35.000. The work will be— girl in October and end next April. *‘Planting is only a small part of the bill that the people of Washington must pay for forest fires,”’the state forester said. “But planting is the only way by, which areas that have suffered repeated fires can be returned to forest production.” The freedom of the Press is the priceless safeguard of liberty. That is why it is under constant attack from those who fear its power. The first thing that. will happen in Germany when Hitler is defeat- . flaw in thehands of the dealers. GEORGE WASHINGTON “Promote, then, as an object of primary importance, institutions for the general difussion of know- ledge. In proportion as the struc- ture of a government gives force to public opinions, it is essential that public opinion should be en- lightened.” The Department of Commerce reported in August that upwards of $30,000,000 in newspaper space had been donated to the Defense and War Bond Campaigns. HOLDING THE NATION IN BALANCE Every week must be newspaper week in America if the profeSSion holds its place of trust in the na- tion. The crisis through which the world is passing is a challenge to every editor. More than ever be- fore the newspapers must empha-l éprosperous, to make it a better‘ «place to live in. . l lsize the truth in every story re- gardless of what the story is about, the medium in which it is published or the Size of publica- tion. This must be done because of the confusion in which the reading public finds itself today. Government officials in positions of prominence sometimes issue dramatiZed press releases in place of factual information. Men train- ed in presenting facts to the pub- lic through the newspapershave only limited access to the inform— ation the public wants. The leader of a nationwide civ- ic organization expresses it this way: “We, the people of the Un- ited States are confused. We are beginning to lose faith. Too often we have been misled. Too often we are forced to secure our in— formation from unsatisfactory sources." ' Newspaper week should be a time of reaffirmation of the ethics of the profession. Information that inspires leadership must be grounded in truth, simply told, fearlessly presented. No greater service is possible on any battle— front. wt ——Edwin F. Abels President, National Edi- torial Association Farm Machinery Is Now Rationed Effective September 17, farm machinery and equipment was _._.______ -.___._——.——_.___————————-——~—-.~ The rationing of this machinery is] now delegated to the Secretary of Agriculture. Certification of re- lease will come through a local rationing committee, reports Bert Rau, A. C. P. Chairman. Accord- ing to instructions this committee Will consist of the A. C. P. chair—' man and Wm other farmersito be} selected. Equipment commonly used locally which is under the‘Se re—' gulatlons are disc harrows, feed grinders, g‘rain drills, manure spreaderS, milk 'coolcrs, milking machines, and tractors, including} garden tractors. There is no restrictions on sale or transfer of used machinery. equipment. and repair parts. ..__.___._._~ 9 The business that neglects to keep its name and product, pres- tige and future policies before the ed‘will be the establishment of a free press. public, runs the risk of being for- gotten. o ' Nalnal Newspaper JUURNAP, 0. UNTY- The Fight for Freedom Lives in the Fighting Columns of our Newspaper 'f You Ink, metal, paper;the'bra‘Wn and brains of men. These are of what your newspaper is made. Factsiof What is happening around the world—and around the corner of Where you live. These are What make the news your newspaper brings you. Think, too, of the place your newspaper holds in the com- munity. ‘ It: employs: your neighbors+who buy from the same Store at which you shop and who belong to the same Civilian Defense organ“- izations to which you belongl-peop‘le like yourSelf‘ who draw pay envelopes—from théir neWSpaper as you do from your job -—distributing money Which goes back into circulation right here at" home. It pays a wealth in taxes, used in turn to improVe ‘city, state, nation—and above all now, to finance the war. News columns——aiming a barrage of facts to enlighten you, make you the beneficiary ofa Free Press, while dictatorship sub- merges its people in the darkness of ignor- ance, that they may be made impotent to fight back! Advertising cblumns guide you 'in maintaining a morale-bolstering stan- dard of living .while bringing you the mes- sage of your retailers, who are complying with‘ government regulations to secure your dollar’s buying poWer. All of this in as many“ columns and pages as it takes to bring? you what you should have, andwant to know! These are the fighting columns of the newspaper you read—dedicated now and forever to the fight for freedom! Buying and selling War Bonds and Stamps: conserving the materials used in its own pro- dliction—salvaging for re-use in war industries materials it can do without: informing you as to how you can live better for less—«where you can get What you need—how you can do your share toward fighting and winning the present con- ‘ flict. This is how your news- paper Serves you in war time. i (7W6! .L‘Lluay, Ubbuuwv i. ~ f .tOle' .Mm. Wiley .. Sunday in,’ Mrs. Le\ , 'dinner g' ‘3" Hull, Mr: .' en, Archie QWers, Fl< “or. links and M: were week 931's. . . ,_ “XxMoo e To Quests Frid _.‘"" iguests w elung (Frid: the Moose ‘MEeting, ste V “1 Moose H2 rifiw THEA'l ,..,8helton, V -‘ s.-Sat., , Two FEA' Autry, Smi ALL 0] ' CANYl —and- liefnin's My 5 “KID GI ._ KILLI PORTI He Wa i L Who in Tl Make Appoinl Gifts f Includi