Show MEET A FRIEND J of YOURS YOUR LOCAL NEWSPAPER SOME BOMB OF THE THINGS YOU EXPECT FROM IT AND SOME THINGS YOU 0 OFTEN MEN FORGET THE REAL CURE FOR RETAIL SALES THAT ARE GROWING LESS IS MORE INK MUCH MORE BY REX GROVER WHITE editor community news service the local newspaper like the local lire department police department and board of health is accepted as an institution by the american public which must do its work serve all interests ignore danger know no sleep accept abuse be always polite it is looked upon as an institution that must give its wares i e its column upon the slightest pretext to the aid ot of any sort of 0 movement havins having the slightest tinge ot of charity cl tic advancement or social welfare in the same breath it Is called hopu to protect and destroy to blow hot and cold to uphold the courts and to watch them to support church anil and liberalism to befriend the helpless and uphold property rights to be always right and to be superhuman super human in its swift gathering and presentation ot of news like the municipal departments mentioned it receives few thanks tor for doing its duty but bitter attacks tor for the errors that being but ot of human energy are sure to arise A matter or of toll toil no one that has haa not been active in the making of a newspaper has even a taint faint idea of the toil arid and the energy the sacrifice sac arid aad the heart interest that goes into every issue of every dally daily paper in every city of america fow few have any idea of the enormous expense that must be met of the problems that arise from a cl clear earsky sky and must be settled without an instants hesitation problems often whose wrong settlement might mean a fortune it if not ruin the dally daily pa er tg Is as near a living thing pulsing m keenly alive as any man made product can ever come as delicate as a web and as strong as steel cable expecting all things ot of his newspaper the local business man gives us as a rule only what he must and the newspaper Is yet to lo be published whose advertising department will tall fall to hear a grumble over its rates I 1 the tact fact that there Is not an immediate and tangible result from every insertion Is the base tor for ceaseless mutterings rings and even advert lers of years whose whole business has risen to success through printers ink are prone to belittle the part played by the local paper when need arises but should a matter arise wherein cheret n the business bugl ness man feels the need of his paper should his lodge or his club or his church desire to give an entertainment tain ment should his telephone bill be too high his street car too lacking in seats his hia by the corner policeman unkind his milk too thin his children too little taught in school his political party too dor der mant ah then he urns to his local paper tor for support tor for aid and corn com tort then he be demands and receives its most valued asset its I 1 space pace I 1 tho the public supports the paper the paper owes owea the public space he cries but might he not remember it Is the public that supports him and he would be aghast should the public I 1 come in and ask his goods from rom his hie shelf without pay no matter how 1 great the need or how fine the rea i son the church does not ask him to give it pews or carpets the politician pays tor for his banners tho the lodge lodee tor for its hall ball the gas company tor for its pipes I 1 A business depression settles down the first to teel feel it Is the newspaper for the average business man unless he be Is 19 a skilled advertiser of long standing cuts first at his advertising appropriation in other words ho he cuts away the greatest source of supply of 0 life blood tor for his ailing business it times are hard it money Is parce surely it Is obvious that it j otake more coaxing to e draw it 8 4 wake alts fl 4 its ts hiding places in every ar c oll from of activity and industry tile the greater the problem the greater the energy expended to solve it why then does the average business man in times ot of depression when his bis sales aro are his greatest problem lower tho the energy ot of attack withdraw his silent salesman from the newspaper columns and sit bit back grumbling at r tile lie present sobbing for the past and crying but a taint faint optimism for or the future buy more space A sick man takes medicine to make him well a well man takes exercise to keep him well and to make him even stronger and a very sick man seeks the doctor regardless of cost A well business advertises to make itself greater a sick business continues to advertise until it gets very sick and then instead of calling in dr widespread publicity it dismiss even his assistants and wonders gondera why hy it dont got get well on general principles sometimes it does sometimes people recover from serious illness without medical aid or advice but the chances are all on the side of 0 the man who calls tor for understanding assistance I 1 the right sort of a newspaper Is the best friend the american public over ever had or ever will have it is the greatest gie support and aid to americas business men they will ever know the sympathy between the business man and the local paper should bo be as near perfect as it can cam be made and as long as each side asks for and expects only those things that a common in oll justice allws allows the union will bo be a mutual support abose whoso value Is limitless if v |