Show TILE TIIE LOCAL NEWS NEWSPAPER rAPER A recent bulletin of the american newspaper publishers association carries word of the newspaper advertising ver views of safeway stores inc eric a large western food chain these views could lie be profitably emulated by industry and commerce in general in brief the safeway company believes that newspapers of regular publication large and small perform an important service and that advertising revenue is essential to keeping the price charged the subscriber low enough to bring the paper within financial reach of every possible family the company believes that when the so called free circulation news new S 1 paper attempts to lure advertisers using lower rate as bait it is the beginning of a vicious circle first depleting the established publication next through bankruptcy depriving the community of such news service encouraging the free distribution trib ution paper into becoming a paid circulation and news distributing publication followed by additional tree free circulation papers and thus comple completing tind tibe the cycle finally the safeway company instructs its division managers to avold avoid using handbills hand bills and free distribution trib ution papers except when absolutely necessary and then to use the job shops of local regular newspapers where possible here Ls is a logical and progressive policy the local newspaper tills fills a vital place in the american scene it is more than a business it Is a record of the times in which we live through news and comment it brings to its readers knowledge of what Is going on at home as well AS what is going on in the far flung capitals of the world measured by the rigid yardstick of dollars and cents centa alone the newspaper advertiser gets his full moneys worth and at the same time makes possible the existence of an irreplaceable institution |