Show Z ap I 1 X ODD forni form of calamity caluin Hy berell A AN new york lork city lu in the lie ad ot of 1023 it was felther lire flood nor famine there wits neither rumor of war nor suggest suggestion ion of riot yet into this peaceful picture there eui suddenly glenly descended a mull kind ot of community paralysis that filled multitudes with dismay what had happened merely that lor for the first time in two centuries new york found itself without its usual newspapers A pressroom strike had halted baited their publication on that day there was no paper on the doorstep the news dews stands were unnaturally bare why was this experience so disconcerting ting 7 because says a booklet issued by the bank of the manhattan company entitled news and progress 11 it produced a feeling of isolation it cut off the city from the outside world not physically but mentally it even cut off the residents resident 8 of 0 the city from knowledge of each other because people have come to rely almost entirely on the papers for their local news one may be in a room with a number of others but if the lights go out feels strangely alone when the newspapers suspended su cooperation became difficult in some cases impossible the newspaper Is in iteli a remarkable example of voluntary volun tiry co opera tion not only Is it a complex fabric woven of the labors and abilities of hundreds within its plant and of thousands on the outside but it usually la Is a part of one of those gre great at associations of newspapers through h which the news of the world Is dally daily gathered exchanged and made bivall eble able to all not less significant and quite as important tut Is the triangular operation cooperation co between publisher advertiser and ancl public once it ceases publishing merchandising and buying all languish and the wheels of progress stop when it Is considered that there are copies of each issue of newspapers entering every home office and workshop of the land we begin to realize the vastness of this operation cooperation co we begin also to sense the extent of the constantly renewed influence which brings our millions of people into continuous conscious touch with each other it if it be true that modern conditions of life have created the modern newspaper it Is no less true that the newspaper has played a leading role in creating modern conditions of life this has been the case as to habits of thought political developments and matters of religion science and culture but it has been true in even greater degree in the field of material progress when a carrier leaves a paper on W ya doorstep it may not occur to him A that he be Is playing a part in the economic life of his town but so it Is for to each individual subscriber he be Is really delivering the market place of the community follow a newspaper into any home liere here are gathered the members of the family circle father mother and calill dren within a few hours each will read it and tor for each there must bo be that which he be Is most interested in reading to this wealth of information each member of tho the family will respond and each in his bis pecullar peculiar way only to one part of the newspaper will there be any degree of common response because that part has a universal unit appeal that tha t part 13 19 the advertising ver columns in these could the editor i slew lew the reception of the paper he be would find that others olbers the advertisers were supplementing Ws his labors IF 10 x by wa aur tastes and needs out oui aue his big province there Is another important aspect ot of the newspaper as the market place of 0 the community which Is often overlooked that Is the saving of time instead instead of 0 trudging from store to store in search of clothing shoes or any of the numerous other articles of of moden modern commerce the consumer turns turn instinctively to the advertising columns of the newspaper for information madiou to to guide him by the most direct route to the desired product thus wasted time Is eliminated As the market place of the community the advertising columns of the newspaper Dews paper yield even greater values which while ultimately social in their outcome are founded upon a firm economic basis for example it if america has become a nation of homeowners home owners it la Is due in large measure to the persistence with which the desire tor for home ownership has been stimulated through newspaper advertising A man with property to sell might rub elbows with several possible customers in the course of ten minutes walk but he could not buttonhole them one after another for busy modern life does not permit it but finally the real estate merchant awakened to the fact that all these unlabeled passersby passers by were alike la in one important respect they were newspaper readers similarly in the field of banking and in the promotion of individual thrift the advertising and news columns of the american newspaper have worked a tangle magic transformation compare the atmosphere of the everage average bank today with that a quarter of a century ago before the banker had come to realize that the newspaper was a market place the public utility field offers still another striking example of how the newspaper as the market place of the community has been utilized not only to sell goods and service but to promote popular understanding and good will it has been estimated that newspaper advertising has shortened by one halt half the process of selling the services of such utilities As aa in the case of banks there ling has come a complete transformation in the tha attitude of the public utilities toward the public and in that hat of the public toward them the old time suspicions and antano discus now rapidly disappearing have been replaced by a spirit of operation cooperation co this new spirit has found expression in nany many ways not least among them being the widespread and rapid growth ot of the customer ownership movement the american newspaper Is by its ita very nature a local institution its own mirror voice market place and leader buti but just as america Is a national composed of thousands of local centers so be the american press as a whole to Is a unit formed by nearly 1400 local papers p a which reflect the national life in this capacity newspapers togeal together perform a nationwide nation wide economic service comparable to that performed by each for its own community connected up for the transmission and exchange of news they form a national market place in which knowledge of the goods of any locality may be found how prodigious Is the volume of 0 newspaper advertising in facilitating this process Is disclosed by the fact that of the used in such advertising in 1925 1025 nearly one third was paid by producers of goods which are distributed throughout the nation visit where he will the traveler will find in the show windows of almost any town the same makes of safety razors tollet toilet powders cold remedies hand cameras mens hats and clothing wear shoes and other commodities with which he was familiar in his home town indeed it may be hard for him to realize in the face of such display that he actually ban baa traveled at all just as our newspapers have bare unified our thoughts alms and a ambitions so have they made possible the tion and the sale of our national merchandise in much the same manner that an important piece of news of interest to all la is in a single day broadcast to every corner of the land so can the message of a product be distributed by the advertiser and it Is now an accepted fact that this message also la Is news kaleidoscopic as it appears to be our civilization Is a table stable civilization nevertheless now con stability exist amid much diversity it could be destroyed it if any large part of the american people become deliberately perverse in this larger sense the american DeWS newspaper POper constitutes the nerves ot 0 our entire 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