UNIVERSITY DAILY KANSAN
PUTS HARNESS ON ADS
Waldo Says Central Bureau Tames Mighty Force of Printed Word
WOULD CENSOR ALL COPY
Believes In Investigation of All Investments
"You men of Kansas have shown, in establishing your Central News-paper Bureau, a real truthal of the need of taming and harnessing that might be destroyed by the American nation is being built—the lift, and full of the printed word. . .
"Against the day of compulsion, brought measurably nearer by the recent decision of Justice McKenna in the Supreme Court that exaggerated advertising is a crime, I consider it irresponsible to guarantee his merchandise advertisements now, and to censor all investment offerings as closely as would a bank. Every community has the right to demand that its publishers only sound money and sound advertising shall be put into circulation."
These two passages sound the keynote of a speech on "Garanteed Printing" by Richard H. Waldo, business manager of the New York Tribune, to the visiting editors and publishers, in Mr. Waldo's absence.
Mr. Waldo's paper follows:
Mr. Waldo's paper follow-
Two years ago I had the privilege
of meeting a distinguished compu-
nputer gathered here for Kansas News-
paper Week. So there was no hesitation about my accepting the invitation of Professor Thorpe this year.
But there's a reason beyond pleasure for coming. When last he was I a magazine man, suggesting theplication of my theories to you busi-
Since then I have reformed. The theories have been and are being applied to the reconstruction of a great metropolitan daily. Because they are working out well, I bring them to completion, the name of Gunzip-printing.
The public for many years past has shown an increasing tendency to respond to advertising, yet the tendency has been tempered with suspicion. Advertisements have drawn the multitude but disappointments have distracted them back. It is only the misguided goods began making better than 50-60 with disappointment that publicity has become a factor of measurable worth.
You men of Kansas have shown, in establishing your Central Newspaper Bureau, a keen realization of the need of taming and harnessing that mighty force by which business being built—the lift and the printed word. Only the publisher who is not a business man can fail to see the vital interest of every newspaper office in the harrying. That it has to participate in the inevitable, as wider than protest against its effects.
How much does it cost to run a newspaper? All the money the publisher has or can get hold of—if he has an ideal towards which he builds. But something less will suffice to produce a handsome property. If the men in charge understand that the right to collect and marketing revenue is a public franchise as is the right to collect money for transportation.
Regulations of the railroads, "for the good of the public," is understood by easterners to be the chief indoor sport of the western newspaper man. Regulation of newspapers, also for the good of the need is removed, well follow unintended directions and be reviewed completely by any paper in which confidence is not destroyed by advertising Mr. Hyde and an editorial Dr. Jekyll. F. P. A., who is not unknown in Kansas, has put the verse in verse.
"important is the nation's health Naught is the question if the shekel ill fares the land that worps wealth" Says editorial Dr. Jekyll.
“Do you get up with aches and crickens?
Have you get stitches in your side?” Try Dr. Killen’s Vi-Tal-1x”
Says advertising Mr. Hyde.
"Down with the greedy grafters who Columbia's 'scutcheon would bespeckle
Three cheers for the red, white and blue" Cries editorial Dr. Jekyll.
"Does zero weather give you chills? Insomnia leave you weary eyed? Try Fakem's Phony Purple Pills" says advertising Mr. Hyde.
"Better than gold an honest name.
Be true, and let the envious heckle
Play fair, whover wins the game."
Shoots editorial Dr. Jekyll.
"Lost energy, ambition, calm?
Read Dr. Fierer's Gilded guide
Remember Biddy Bunkem's Palm?"
Says advertising Mr. Hyde.
CONFIDENCE THE GREAT ASSET Confidence is the commodity in which publishers deal. Credulity may be exploited, but confidence can be gathered and sold in the market place. Therefore it concerns every editor whose working revenue must come in an underrated measure from the angle of his readers' confidence, to work as he may toward the increase of his crop. It is a poor farmer who lets the weeds grow unchecked among his corn.
if a publisher has the active confidence of his public, all else shall be added unto him. Circulation, advertising, prestige, power—all these spring from the root of confidence. A man may even become Governor of Kansas if he can sell confidence to enough of the electorate!
it is well said that the cost of selling any article depends upon the maker. The successful publisher is fully aware of this, and storing his marketing materials in his product, increases number realize that it is both cheaper and better to do 80 per cent of the selling by building up permanent interest and confidence than to leave 80 per cent of the to transient writing solicitation.
EDITORIAL ASSISTANCE
EDITION
The late John Hill set an example through that newspaper men have been slow to follow. He edited his papers with the avowed purpose of making the editorial and news matter so pertinent to the interests of his readers that advertisers would seek the privilege of paralleling his dependable information with equally reliable specific facts of their nature. His great success is a matter of record, and the technical press in other fields bears much month after month, to the golden soundness of his theory. Yet it is little understood in the newspaper field, which creates a beautiful opportunity for the newspapers of Kansas.
Kansas.
Your Central Newspaper Bureau will give highly profitable if it is given the right kind of material with which to work. Study the trade and technical press. The Iron Age, Power, Dry Goods Economist, Boot and Recorded, to name but a few—and you will get them at a low price. If Kansas newspapers ever become as definitively such papers are, Kansas editors will also count their incomes in hundreds of thousands each year—though perhaps you do that now!
GETTING MORE LOADGY
Local advertising can be developed most effectively by the wise stimulation of interest in the things which local merchants can feature in their advertising. Good store service —tales from town and out—makes a good editor the editor with eye. The abuse of exchange privilege contains many a story, if a man can get the facts. Food values are usually of greatest interest to a community at about the time an editor writes of discussing the equipment equipment with facts that are inherently interesting to women with homes to run.
Let a paper become known as the source of dependable information of any of these or various other lines, and correspondring advertising come almost of itself in a paper's columns. Average editor will serve pass up all such opportunity and give columns to clipped stuff that could not hold a reader's eye for more than an idle minute—matter that means absolutely nothing. Try the experience can be made just as news about the things people about in-space now given to fillers, and see what happens to your advertising revenue
The magazines have utilized the idea for years. They have let the newspapers hold the bag of about-pople while they have quietly gathered the crop that grows from news-about people. Consider the greatest business carrying paper in the world—the Saturday Evening Post—and no further urging will be needed. George Hough Perry, as Director of your Bureau, can give invaluable aid. He will show you how to get news out of whole classes, news automobiles, clothing, foods, clothes—news that will build circulate and drawing as a melonpatch draws boys. Sir months of editorial work along these lines—six months of utilizing practically space for the presentation topics about things, methods services by Kansas newspaper, will stimulate local markets, will also draw and also state papers a royal share of national advertising.
NATIONAL ADVERTISING NEEDS
At the present time, an appropriation of $1,000,000 is seeking investment in small town newspapers United States. Back to the magazine because of the difficulty finding papers which have consistently interested their readers in the class of goods which will be advertised. Press agent work is not wanted—would be better to favor—but the lack of reader interest depressing effect upon the management thus far. Perhaps Kansas can restore the waning optimism of these men with money to spend.
Any copy of one of the great national publications contains countless
suggestions for developing editorial policies which increase advertising revenue. Volume of business in a majority of the national mediums is proportioned to the stimulative editorial policies, as you will find by analysis of the text. Follow their lead, pick the news that touches the largest fields of advertising and watch the crop come up.
Not that you should proceed with the idea of putting the magazines out of business. That will never happen—magazines fill a need that apart from the "millionaire's scope" and newspapers can—and presently will—co-operate to immense advantage. But newspaper publishers must have certain policies in common with magazine makers, especially regarding what can be either Germany and England are not much apart today than are the publishers in the two fields.
The primary basis of comprehension must be an agreement on a common standard of responsibility—because their's is the higher, than the magazine's. Until that fact is accepted, newspapers will go to grope in the dark for a share in appropriations which now are beyond their reach. But frequently it will pay the publisher to encourage local advertisers to feature nationally advertised foods which are carried. Marked copies of articles showing such advertisements are the best silent solicitors that can be sent out.
REPLACING BAD ADVERTISING It is new business, hitherto confined to magazines, that have the poor and bad ones which is increasingly valuable to decent men. This way to get good business is to throw out bad business, but it is hard to make new newspaper men believe that. Presently they will, and then we shall have them and near the day when we will guarantee advertisement in their as in matter of fact a way as a banker now guarantees prior endorsements on checks sent through for collection. Accepting a fraudulent advertisement is just as important as taking a bad case. The responsibility one case ought to be exactly as it is in the other—at the source of the error.
source.
Source demands that those who make mistakes shall pay for them. That is justice, and it provides a salient guard against repetition. Society realizes that of accepting frauds or advertising can be given to every publisher at very moderate cost, society is likely to impose drastic penalties for failure to do the fair and deceitful. No moral law can continue continually broken as receiving the reenforcement of a legal statute, duly enforced and unpleasantly enforced.
Against the day of compulsion, brought measurably nearer by the recent decision of Justice McKenna in the Supreme Court that xaggregated advertising is a crime, I consider it the part of wisdom for a publisher to guarantee his merchandise advertisements now and to censor all investment offerings as closely as would a bank. The cost of such a guardian will be kept low—our costs are 98 cents per thousand dollars of advertising carried—by the fear that it may run high. The fear will bar out even doubtful advertising, and every community has the right to demand of its bankers and its publishers that only money and sound advertising shall be out into circulation.
shall be put here for I Kansas newspaper men as a group, are the first to see this truth and act upon it, new laurels and more money will come to the state which is famous for its appreciation of both.
When down street don't forget to try a dish of Wiedemann's pure ice cream. — Adv.
LOST- Between the Physics Building a Shafer fountain pen. Pinder please call 1068 J or leave at 1145% Kentucky street. 2t
Better get in on the Photo album sale at WLB's Book Store. adv.
France and Frenchmen
An American who has had charge of factories in the United States, England, Germany, and France says that the best and most reliable workmen he has ever had were the French. Does that correspond with your conception of the French character? Did you know that the French are more thrifty than the Germans? You are cordially invited to attend a lecture on FRANCE and FRENCHMEN by one who knows. Professor Cowper will give an illustrated talk on this subject.
Sunday night at 8 o'clock
Unitarian Church Vermont and 12th.
THE VARSITY SHOP
That's a new name to you, University Students. It might be called the Allie Carroll Annex, because it will be run along those same satisfactory lines which have pleased you and those before you since 1876.
OPENED TODAY
In the South room lobby of the Theatre Varsity. Cigars and tobaccos athletic goods, candy magazines, and newspapers will be carried in this store.
This new shop will cater to the magazine trade of the women as well as men of the University.
Farewell, Kansas Editors:
We are sorry to see you leave and will be glad to welcome you back again soon. And, if we are allowed a parting hint, it would be to the effect that you remember where you got your best meal while in Lawrence this time and come to see us again.
Our dinner and supper tomorrow will be especially prepared for you. Lawrence wants you to feel good when you leave, and this popular eating place will be yours tomorrow. There is only one place in town where you can get a real meal for twenty cents and that is at
--and the more one attends the meetings of cost system fads and Kansas editors, the more he realizes the power of intelligent advertising.
LEE'S COLLEGE INN
"Where Discriminating People Dine"
Printer's Ink is Valuable
But note the word, "intelligent."
A merchant who advertises overcoats in July is like the manufacturer who advertised gas ranges in a country where neither natural nor artificial gas was known. He wasted some money, of course.
The University Daily Kansan
is valuable for advertising some things—for others, it is next to worthless. But if you, Mr. Lawrence Business Man or Manufacturer, would like to talk over an advertising proposition and get some ideas from the advertising man's standpoint, K. U. 25 is waiting.
We Will Tell the Truth if it Costs Money
If our advertising man does not think you could carry on a campaign in the University Daily Kansan and reap results, he will tell you so. We would rather have your good will than your money. Both would, of course, be more acceptable.
LET'S TALK OVER NEXT YEAR'S CONTRACT!
KODAKERS
Our kodak finishing department will give you 24 hours service on finishing your exchange kodak pictures, get your Eastman films from us. LAWRENCE STUDIO, 727 Mass. St.