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VOLUME THIRTEEN c I 9 NUMBER TWELVE ; l E33l ‘E i E”:
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E Ptctures Pay heir ay 11. ee y apers s l l
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ha The challenge we face today is that BY ALAN C. MCINTosH high pressure contests which left a bad 4 WE 1| EEETEE
EEE editing a paper, whether it be daily or Publisher, The Rock County Star taste in everybody’s mouth. E E-EJEEZEjil
EE‘ weekly, demands more planning and Luverne, Minnesota To give you further case history facts, Ell“, .3 .
E23 forethought than ever before. It isn’t ———=—_ Luverne is a competitive town where llltfll E .
fil enough [0 just COVET the routine news, more classified and I asked my news the opposition paper carries the nota— 333‘: El; EEE fl‘
3 we have to go that extra mile and serve man to take over that job and set aside tion on its masthead-that it is the oldest EE 333E 33E .3
if them up hot, interesting pictures and a day a week. The results have been busmess institution in the county. 3 hill-4E 3 3 .
El features Pictures and features are the wonderful, not only have they brought Upward Reader Trend {Ej‘l 3‘3l".3:3E {El j
j; E spice 0f journalism. 3 . in far more revenue but the want ads, Here is where we gave the first treat- E .3333; 3,31 W
5 We'll grant that traditional 1011th except in a few isolated instances, did ment . . . after a few months we got our .. l Ell IEEE ' 3' .
W items are the life blood of a paper. But not rob us of display customers. May I picture plans underway and started l ,3 ll gt . .
there’s a IOt 0f difference between just suggest to yOu that closer attention be splashing news photos (local photos of 33 ill ‘EI
334; 9’95th and having a slugging type 0f paid to want ads—we have watched our course) in the paper. There wasn’t much 3 ”E'E‘lll" 35-3.’ . 3
\\ E Vitality. And when you have a slugging classified grow from a single column to comment for awhile . . . nobody said 3. 3 EEE 13335133 '
33 type of newspaper you have a medium nearly a page at different times. . “gee, that’s swell” but we gradually 3 flilllll life]: .
3‘1- that attracts readers and advertising. You may say to yourself—now is no sensed an undertow of sentiment toward ll E'lE [SEE/E} .
2 Pictures and features are the “vitamins" time to be thinking of additional ex— the Star. The downward circulation W E llll EE/l ‘
El that make healthier papers—the differ— pense . . . you’re thinking how you can trend slowed . . . then it halted . . . and l Ell/3 . EE’E .3
E ence between just barely living and 113V- cut a corner here and there to save a feW then the circulation index went into re- E EEE 3% E3 El“ -'.
EEE mg a real personality. dollars. But you’ve overlooked that verse for a steady climb. 5 w l Elli} ll' 1
EEK Don’t Be a DEW]? there is one big source of revenue left We mustered up our courage and 10p- E 355' ' l3; _
El 3 I think the editor who resorts to pub- which most of us aren’t exploiting for ped off some of the deadbeats . . . and 5 l EE' j .l .
s3 lic1ty filler to fill up his columns is short half of what is rightfully due us — and then the newsstand sales started to E Wl3 3 3.33 W
El Changing himself and his readers. I’m that is circulation. I think, through piC- jump. One drug store that formerly or- E llll 3‘3’33E 333
”E: amazed at the clutter of propaganda tures we can make them pay their way— dered 10 papers a week, and probably I ' E El .EEEEEH‘
EE that HOOdS the mails—and yet judging not as an expense — but to prime the returned five of them, kept steadily in- W EEEE 3E
31* 3_ ErOIn the amount of suckers that use it— pump for a big 1- e v e n u e increase— creasing its order . . . to 20, to 25, 30, '5; E3; ,3"
3 it can’t altogether be called waste. through greater circulation return. now they sell at least 40 a week . . . and El 2323-“ "El
They’re Short circuiting publishers out Pix Get Subscribers have sold as many as 75. Another store , 3 EE .l’El, El l
W 0f the 0H1): commodity they have to sell I think the facts will bear me out and used to order five . . . and probably sell ~ H3153"
and thats white space. We throw all if you will bear with me I will tell you two . . . now their standing order is 20. 3 3 IE‘ 3 3-13.33
iW the PUbliCitY the 5211116 way—into the the Story of the Rock County Star—as a Another store started out with two pa— .3“! E3 ’ :qu
\E Waste baSkEt and forget it- sort of clinical case history to illustrate pers, then jumped to five, and now are E ' ; 3E3?
. Boost Classified what I mean when I say ”Pictures Pay ordering ten a week. 3 E3 E “E ;
; 3 A year ago our classified column was Their Way.” Now don’t_thmk It was easy to get the 3],; ;;E=‘j E5.“ luE
running about the average for any When I bought that paper, 21 months pictures mlling. In addition to news 3. 3 35 3; l5
34 weekly, from 10 to 20 inches of want agO, it was just an average paper, with pictures we added what I thought would 3 l1 -
ads each week. I decided we should run the reputation for regular circulation be an excellent feature . . . a Cook’s Cor- 3 33 3'3; E3‘ . ‘ i, 3. 3 "
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