xt7q833n092p https://exploreuk.uky.edu/dips/xt7q833n092p/data/mets.xml Kentucky Kentucky Press Association Kentucky Press Service University of Kentucky. School of Journalism 1929 Call Number: PN4700.K37 Issues not published 1935 Aug - 1937 Oct, 1937 Jul - 1937 Aug, 1939 Oct - Dec, 1940 Jan - Mar, 1951 Aug - 1956 Sep. Includes Supplementary Material:  2005/2006, Kentucky High School Journalism Association contest 2004-2005, Advertising excellence in Kentucky newspapers 2003-2005, Excellence in Kentucky newspapers newsletters  English Lexington, KY.: School of Journalism, University of Kentucky Contact the Special Collections Research Center for information regarding rights and use of this collection. The Kentucky Press Press -- Kentucky -- Periodicals The Kentucky Press, October 1929 Vol.1 No.9 text The Kentucky Press, October 1929 Vol.1 No.9 1929 2019 true xt7q833n092p section xt7q833n092p ' 1’ l.
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HE KEN UCK R SS
0f, By, And For The Kentucky Newspapers 1;. 1 1
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' Volume One OCTOBER, 1929 Number Nine 1‘
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NEBRASKA EDITOR November Adv. Tlps EXPERT GIVES RATIO 11 1‘
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cornucls CONTESTS M... FOR ADVERTISEMENTS 1
1 Senator Purcell Tells National Editorial If: fligéggeDgi-y (Victory Day) Applies Scientific Methods and Prln- 11 11
Association Members H°W He 28. Thanksgiving Day. ciples to Form and Shape 1111 1
Builds Subscription Llist Keynote of November Retailing of Space 1 1 1
-— Thanksgiving and Chirstmas ex- __ 1.1 1
Hon. E. a. Purcell, publisher of the ploitatioh will predominate m Novem- m advocating the application of '1 1
Custer County Chief, at Broken Bow, ber retailing. scientific methods to advertising, we ‘11 "
Nebraska, was one of the interesting November Sale Event-s realize fully that the necessary me- '11 1 11
‘ speakers on the program or the Na- Thanksgiving windows; Christmas chanical facilities are not always at 31, l 11
tional Editorial Association at the windows; Armistice Day Window; Elec- hand to carry out the desired effect 1’1 ‘ 11
Omaha convention. The Senator gave tion Day window; Winter Window; Har- in the finished product, even though ; 1 1 1
his experience in conducting what he vest Display; Timely Merchandise DiS- the designer may possess the technique. . 1 1 1
designated as “Sixteen Winning Con- plays. A master artist would be helpless with- j 1‘ 1 '
test," and 1111 dgindg 1:) staéted that 1118i: Advertising Pointers out the proper;" brushgs and cslicrilrs,:1ng :11 1 11
paper was 003 e 9' own 0 e - - . . - . this is exactly he pre icamen w c E . ‘1
than 3,000 population and that he had Tkéagkfivlélg’ AHa:55.t Kigali: many advertising writers find them- 1 11 ‘1
published the same for more than 30 W1? erg). n ‘frmggn's (3mm and 511- selves due to limited facilities in the 1111 1
years. That by the contest method glvnég tllxlmeTrh nks ‘vin Feast' Early composing room. Instead of being able 1:111 1.
he had been able to keep his Circula- ver °.r e a 5‘ ,g. ’ a to specify the desired types, borders, 1:11 1 1
shopping for Christmas, Lay-Aways 1111 1 ‘1
tion for the past eight years above f 011.1; as. s orbs. Cone 8 “ML and other details, they must make the 11 1 1
the 4,000 mark and that at the present for . 8:55:11 ' p ’ g best Of it With whatever material is 1 111‘ 1‘ 11
time it exceeded 4.500- les, 9. e. . available. Many of the larger advertis- 11,111 ‘ 1 1

Editor Purcell conducts his own cum Events “teams Business ers buy type faces and place them in 1:;1‘1 1 "
testsand says that in the sixteen which Thanksgiving; Thanksgiving vaca- the composing room for their exclusive '1; 11 j 1
he has pulled off he has given away “OHS: Winter weather; Secial Func- use, but smaller firms cannot afford 1'1 1 1'
nearly everything available in prizes but tliOIIS; The Opera; SD01“, indoor and this. 1 '1 1
it will be noticed by the table published out-door; Approach 0f ChriStmas; Elec‘ There are, however, many scientific 11 ‘ 1
in connection with this article that Mr. tiOn Day; Armistice Day. principles which do not depend upon 11 1 1
Purcell now holdsto cash prizes. “After DECORATIVE SYMBOLS mechanical facilities the disregard of {‘11 ‘.
trying many kinds 0f prizes as the 3105'; Thanksgiving -— Fruits, vegetables Which is either pure carelessness or 11:? f 11

, attractive. In the future I will prob— grains, flowers, turkey, rural scenes, lack of knowledge that they exist. One 1‘1 1 11
ably never use anything but the real Colonial Thanksgiving scenes, harvest of these factors is the proper shape of 1‘11 j 1;

coin of the realm. There is no fictitious fields, cornucopia or horn of plenty, the advertisement, a matter which 1.1 1;

value to money and I find that con- wish—bones, etc. would seem upon first thought to be of 11.11 1

testants work harder for the cash than . . small importance, but which should be 1; 1’1 ‘ 1

for anything else.” :1- :izrgls 2:12;] Patlérloiiliiesylgb‘gist, determined by established rules. "511‘ 1 ‘1 1

The SlibSCl‘iDtiOD price Of Mr. Pur- 3,1,1. y n g 1, _ Certain forms and shapes appeal to '1‘!“ ‘

, orld War, Bunch of Poppies, fu , . 1111 1
cells paper is $2 per year and it is neral wreaths etc us as belng more pieasmg than others, 11: , 1 .
generally a sixteen page publication, _ ' ‘ and in this, the matter of taste seems 11‘ 1 1 1
the average for the year being a little wmte’ C°l°rs_ Red, green, 301d to be universally unanimous to a 1:1 ‘1
less than 15 pages. The Senator says: frosted effects, all warm colors. marked degree. The purpose of this 11 11
“I have never had a particle of trouble Catch Phrases discussion is to describe the chief 11 . ‘ 1
to iron out after the close of any ccn- Feather weight shoes. types of shapes and to classify them 1111 ‘ '1
tESt- It is easy 811011811 t0 Slit tESti- Crowd-drawing prices. as to their desirability in advertising. ‘1l‘ ‘ .
monials from contestants who won, but strangely cheap prices. The Perfect Square—The sides of ‘11 ;
I receive splendid letters regarding Exquisite French china. this form are equal, having the exact 1‘3 1 1
fairness of my contest methods which An excellent combination. proportion of one to one. Although 11 ‘ 1
I PUbiiSh. from the disappointed ones Good goods that are good. this shape is mathemtically square, ‘1’ 1 ‘
who lose. Wholesale surrender of retail profits. it does not appear so to the human eye. 11' 1’1 ;

“One reason for this is that my rules Bigger bargains were never given be- The Optical Square—This is the form 1 ‘1 ‘ 1 1
eliminate the advantage one contestant fore. that looks square to the eye although in 15; :1 ‘
can get over another by bunching a We have killed high prices for furni- fact it is slightly wider than high. The 1 5
large number 0f votes at certain per- ture. “illusion of the vertical" is responsible ‘ 1
ids 0f the contest, WhiCh is generally The most interesting part of the for this phenomenon. Due to the read- 1 1 1'
done by the professional contest man- whole newspaper is found over our mg habit the eyes are more accus- 1 11"
9861‘- name. tomed to move from side to side than ‘511 11

“My contests are held once each year, Our candy prices are wholesale and they are up and down, and therefore ' ‘ 1
and during the last six or eight contests comprehensive. Our factory fairly hums more energy is required to look along ,1 ' 1
I have never done any personal soucit- with sweet work. along the horizontal or base of the 1 ‘
ins for contestants. They must come *Compiled by, and printed here the vertical side than is needed to look 1' 1 ‘
voluntarily and the contest must go through the courtesy of The Advertis- square. Consequently the vertical side j? ‘ i1

(Please Turn to Page Four) ing World, Columbus, Ohio. Please Turn to Page Five) ‘ 1‘1 1 11‘:
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'7; Page Two THE KENTUCKY PRESS October, 1929 E
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, E i 3‘ {.‘E the account, claiming they never order- i
E. E,“ E? T H E K E N T U C K Y P R E S S ed it. This paper nor any other that E
_ E l we know about has ever put a man’s ,
. 1 {3 name on the subscription list without E
E, in}. t. Oflicial Publication of the Kentucky Press Association his order and then expect to collect E
E i f f, {3: mt Alongflvlvitl; this crowd vlve 11:voullld "
’..":'.~3, 1e osee eeowwocase
> E E E 1 : "CTOR' 3‘ POBTMANN, Editor-in-Chief ordered the paper stopped, but who has E
' E E ' , ._—————————-—-—- continued to take it out of the post- E'
g v; Published by the Department of Journalism, University of Kentucky, Lexington office art‘d read 12:11:21 :15} Sgtilofrft E-
,, 5.1;? ,: Pl'lill sumes o a em , 2
' EEE: Printed by The Kernel when the subscriber discharges his E
E E _' ' " obligations by saying he ordered it .
E E51; :E Application Pending for Entry no Second Cln- Matter stopped last year.—Exchange. 2
{ {fi'gE ‘ -...——————-———_._..__,_._—-———~———————————~———-—-—-—-——— I should like to suggest that the E
3E ’{' PRESS ASSOCIATION omens editor responsible for the above para-
- E 3.3:? i graph “see Kentucky first" by putting
E SEE E " M‘ Allen, Cynthinnn Democrat, President his subscription list on a strictly cash E
E E J. Herndon Evans, Pineville Sun, Vince-President in advance system. i.
E Joe 1 Lovett, Murray Ledger-Times, Chm. nx. Committee J- M- ALLEN- 1
E . 1E3 . E J. Curtis Alcock. Dnnville-Meuenter, Secretary-Treasurer A METHOD FOR SECURING FACTS
;_ ESE; E W 0N LOCAL READING AND g
E , {:EE 5 ONE RATE TO ALL printed in The Auxiliary (usually by CIRCULATION
E 1ij1:? _{ —— request) many times. Louis Feisheim, Publisher The Ban- .
7 3E, j; j ‘3 Speaking of one rate to all adver- But since it is a matter of such im- don (0re.) Western World, wanting ac-
E. , V ‘ tisers, and then allowing wholesale portance to the weekly newspapers of curate circulation data, hired 8- manta ,
:E: , . ,E rates to local advertisers to equal this country, The Auxiliary is printing cover the town, 1151118 the f0“0ng
- E . ‘ E the 15 per cent discount to agencies, I it once more herewith: forms: ,
{ wonderiflt ever has occurredtothe NAME Date E
,E; {:53 ‘ j profession that the easiest way to For 500 or less circulation . . . . . . . . 25c Adress - - « - - - ~ - - - - - -- P- 0- Box - . - - -- r
‘1: {113‘ E look at the proposition is this—a. flat “ 1,000 " " “ 30c Occupation Term ReS-u-m !
. 3E ‘ 1 rate to everyone; allowing the agencies “ 1,500 “ “ “ . . . . . . .. 35c What papers (Portland and county) ..
E11] their 15-2 for securing the business “ 2,000“ “ “ 40c ‘
, 1‘90 ‘E and doing the collecting. Why not? “ 2,500 " “ “ . . . . . . . . 45c 15 Subscriber—Yes. - - -N°- - --EV€1‘?- - - - ;
EE ‘ , The agency is a necessary part of your n 3,099 n, u u _ . , _ . _ . . 48c Subscriber . .Am't Pd. s. .When Pay..
E‘ . ' . paid force of people—they are getting “ 3,500 " “ ’ 51c Monthly WWWmDafeStarte-(mm rm}
. {E ; paid onapercentage basis. Why give Remarks
:E " .V ; the local fellow any discount off your We do this because we believe that The reverseside 0‘ the card contain- 1
1 g» E? E established rate? He don’t deserve it. there still are publishers who are hold- ed the followmg spaces to be filled in i
‘~ , He expects you to pay his regular price ing the spece in their papers entirely by the convasser: i
‘ . for sugar, prunes, shoes and hats. Let too cheap and are losing revenue to Head 0‘ Family - -- - - - -- -- - :
‘ 3 E. ‘ 1 him pay your regular rate and you which they are justly entitled because , Occupation - - - ~ - - - - - - - . - - ~ - . - - - - - ~ - - . -
3E, 1,1 E take your 15—2 for your pay inrunning they will not increase their rates. We Name ofFirrn
E». ,j E E around to get his advertising, and then have the same feeling about this matter Other Members Of Family Working E
E l 1“ I to rim around again to get your money. that we have about the matter of in- NAME Occupation :1
E, E t 3 Ifyour ratels250—make it that— creasingsubscriptionprices—itisusual- i
E T! give your agency their 15-2 for the 1y not done because of fear on the part Mr. Felsheim is using this data in r
E :EE Work they do—they earn it; then of the publisher, fear that he will lose circulation, advertising and promotional ,5
, - E 1 2, 3} charge your local man the 25c and keep subscribers, in the one case, and fear work. 3‘7qu 0f the form shows unend- ,
, g- ; \E the 15—2 for your pay for being your that he will lose lose advertisers in the mg possibilities for 3113131515 and use,
{3; 1,! own agency. other. In most cases those fears are especially With 33830195 and advertis- ,
‘EE E How does that strike you as a rea- groundless, as the experience of pub- 91's! if handled according 1’0 circulation
[CE son for a one-rate business? lishers who have increased their sub— audit plans now in use in V9410“ E
E 5 1} OLE BUCK, Field Manager, scription and advertising rates has states. '
. i . ‘3 ' Assoc , proved. ——
- ; ‘ Nebraska Press iation “Constant attendance at Lansing
i. 3 y 3' ”—— duri the -
E ‘ now no YOUR ADVERTISING WHAT WE WOULD LIKE tive nsgessioncflzsohiiiigbiyiggkswtitfhfltiiéefilral:.
, ;. t RATES COMPARE WITH THESE? TO SEE IN HEAVEN have combined to allow of correspon- 1
7&1} {E ..__— "— 'dence and office preparation of copy
'. 1 j (Editorial reprinted from The Pub- When We get to Heaven we are not for the May Bulletin. Glory be, we hope *
E: _ E g lishers' Auvuiary, August 10, 1929.) concerned about whether the streets this is the last of the aforesaid legisla-
E j E ; Included in the report of the com- are solid gold or whether we will play tive Session, which has been one of .
{E ,_ , mittee on job printing costs and prices, a harp. The fact of the matter is we apparent hostility to Michigan news- .
E f ‘ E E made at the recent National Editorial don't care what the streets are paved paperdom, Several members of the , ‘:
1; . , Association convention, was a state- With, as long as they are kept clean lower house apparently were under the 3
, , ment of the average fair advertising and the powors that be do not permit impression that the principal business
.2 p; rates, as compiled from cost finding them to be dug up by gas, water and for which their constituency sent them E
E ‘ ‘ systems of printing offices in the dif- sewer workmen. And, as for playing a to Lansing was to crucify the com- E V
. E i; . ; .‘ ferent states, which are recommended harp, it is easier to tune in on a radio. munity newspapers, and we are afraid E
a r , . by the N.E.A. This schedule, no doubt, But the thing we do want is a reserved this disposition will grow unless the
, s; , is familiar to many publishers, since the seat, unobstructed by posts, where we publishers of country newpapers pay a
E; 5 ‘ : . ~ recommendation of it has been repeated can watch the follows fry, who here on little more attention to the politics of .
E . E’ at every N.E.A. convention since it earth took our papers until we pre- their legislative districts."-—Southern E
E . , was first formulated and it has been sented them bill for it and then denied California Editor. I E
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1'1 October, 1929 THE KENTUCKY PRESS Page Three ’ 1, ’ 11

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1 The business and financial history of our country is measured, in every 11 1 j 1
1. case, by organization activities. There is not one line of business activity 111 1 1 1
that has progressed that has not reached its high plane of success except 11‘ 1 1 1
thru organization for the promotion of ideals, relations, ethics, standards, 11 1 1
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' and exchange of development ideas. 11 1 ‘ 11
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1 The greater the organization, the greater the development has been 1,, 1 111
1 held true in every business enterprise. Our state motto, “United we stand, 111 t 7

1 divided we fall,” paraphrased by the motto, “In union there is strength,” 111 1 1 11
1 stands true for business as well as for government. 111 1 711

1 Kentucky editors have in their power the promotion of the Kentucky 111 1 1 11
A: newspapers thru a worthwhile and progressive organization, the 1 1 1
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1 Kentucky Press Assocmtton 1 1 3
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and every editor should belong to this organization for individual and united 1 11 1 1
efiorts in the betterment and development of community journalism. '11; 1 11 1

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1‘ Again, the need and benefits of united action for every newspaper in 111 11 11 1
1 the United States can be made secure thru a national organizatiOn that i 11 1 1
’ ‘ “carries on” for every newspaper, whether or not a member. Again united 1 11 1 f
action is needed to protect and foster OUR BUSINESS. This organization 1 1 1 1 1
needs you, as you need the organization. Join, today, the 1" 1 ‘ 1 1

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; National Edlto rlal Assocratlon 11 11
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‘ Mr. Editor, you should belong to the K. P. A. and your prestige and ‘1 1 ‘
membership in the N. E. A. will mean a better organization, and better 1 1} 1 '1 1
1 ' business conditions for the community press over the country. 1 1 1 11
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I Page Four THE KENTUCKY PRESS October, 1929 E
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E EEQE- E1: (Continued from First Page) “I tell each contestant that he must 47 news letters. or correspondence, ; E 1
E E5} 1 3E Q ~ make a real canvass if he hopes to Win, week during 1926. In circulation “ I
1 ‘ 31E: 3' 3:3,; igggeiiafigtgfm they make up and if he is not in a position to devote cover neighborhoods that are more than E- I
E 1E 3* “Here is a summary of my last com a reasonable amount of time, is too 80 miles apart. 1
E ii 3 test or I might say my last three or young or for any other reason does not “It will thus be seen that some E l
E E 51 j E four contests with slight changes in impress me as a desirable contestant method, in addition to sending state- 1 I
- 1 5 3E: i ; the amount 6f money offered I discourage him so that the list will ments, is necessary to keep up my sub- E l
1 E E u . ' not be made up of poor material. scription collections, and I found the t l
1 w!“ . : Contest announced With a double i
. 11‘ 11 1 page spread and a first page article. “The contest manager who rushes contest system to be better than the E i
1 h‘.» .1 t - 1151;
IE it 1E 1 E Fifteen hundred dollars in cash is of- into strange territory cannot use the field man. Many subscribers on my E
. EEK E feted, divided into prizes as follows; same judgment that the publisher does have used up as man}!r as three five- E E
' E .1 E First prize, $500; second prize, $500; who knows the contestant, his relatives year subscriptions Whmh they paid in E E
E 1E . third prize, $500_ and his possibilities. Little troubles different contests. The contestant will E
. .3 E “I imagine I can hear someone say which the publisher can straighten out getthe s1x months or a year. back sub- E
2:! it; 1 . . , . . ’ - a moment's tim are liable to be- scription and the one, two or five year 1 i
:- E Why didnt you make the first prize “1 e ; E
‘ E E12 5 E $1,000 and the second and third prizes come big ones under the management advance payment' Where the field “‘9'“ 'r
E ‘EE‘EE ' E $300 and $200.. of an unwise or over zealous contest WQ‘lili-‘Eg 152E? £?e;i€§°:'1;mmm of six 1 E
E. $1“: 1 E i. th t in manager. ‘ ' E
' ; E moix‘é‘éfifé‘s‘ii 2‘32 Eitgi’im’i‘fme: two “My basis or voting never changes. teen contests Which I have conducted . ;
E E1331: E contestants jump out and get a big Thus the contestant who enters two These include prizes ranging in value : .
E E. E lead. This discourages the others, Who or three weeks after the contest starts from $200 to $1,500. These contests have , I
E” :1‘. E eventually strive only for the smaller is 110?? discriminated against. It’s actual been held at all seasons 0f the year 1
E ESE. ‘; E prizes. By Offering three principal work that wins and not the cute trick and in two cases have encountered
E1 ‘ : prizes and the increased chances of Of piling “P the winning bunch 0f votes knock-out weather at the close. The ‘- E
E E winning is a great factor in keeping during certain inflated periods. Every percentage of cost has at all times been 1
E 2 E more people actively in the race to the (1011935 brings exactly the same number kpet down to what I believe a country i E
‘3 E E E finish. of votes during the entire contest. and new business. . t 1 E
E,: E “With acontest once each year $1,500 "F never give VOW? for advertising In this address I ha‘l’le ttried b0 -‘ E
E.“ ' seems to be about the proper amount or 101" work. In the m5” place no PUb‘ demonstrate to he sma own p u " .1‘ E
E .‘1 111E?" 1E E for me to offer at this time in order lisher can afford to do this; in the sec- llsher that he can build his circulation 1 E
E Eii‘E E E to keep my expenses at around 25 per 0nd place it is grossly unfair. One con- and keep up his collections more Ef' 5 E
1E E cent of the gross receipts. testant, favorably situated, is quite apt fectively and With less expense by per- 5 E
. E 1; “1 1 E “Perhaps you expect me to say that to clean up a big bunch of votes from sonally conducted contests than by any 1 E
7 EEE“ '13: = I reading my alluring and spectacular heavy advertisers that other contest- other method. . E
E ~1 _ E announcement the contestants fairly ants cannot even hope to get. It breeds Papers With greater 01' 1°55 circula- .
E 1 ‘ 5 fall over themselves in getting to my dissatisfaction**'and trouble. "tion than mine must, Of course, regu- ‘. ‘
- 1E “ office to enter the race. Not so. It takes “My contests in later years have been late the amount put into prizes and 1
E 1 1 .two and sometimes three weeks to get conducted more for the purpose of col- the frequency of'contests according to . E
‘i‘EE LEE the proper line-up of volunteers. lecting than for circulation building, their own conditions. ‘
E E: in? 1‘ E “In the first issue after the am because my coverage is about as large I have no quarrel With contest com- 3
:E E1 . l nouncement I do not print the names as my news territory as I can 11°99 £011 panies and I at? not question their in- ‘
'1! 1 E E of the contestants, but state that the I have adopted the contest as 9' busi- tegrity, but I Simply cannot pay their E E
E ‘ ‘1‘1‘ E contest is starting slowly, that the “955 necessity after having proven by price or adopt their plans._ If I had i» ‘
E! j 5 . E money is up and that the prizes will long experience that it is the most ef- paid a 25 per cent (3031311551011 on the E 3
E “E 1 E be awarded regardless of how little fective and most economical method sixty-four thousand dollars my various E i
1 1 -E work is done. In the second issue I of collecting and keeping my coverage contests have grossed it W011” have 1'
E - 1 Q print the names of the contestants, if “D ‘50 the maximum- “St me $16300 mm mne’" and sure' 3
E 13.13 E there is a satisfactory line-up. If not, “There are eight other papers in lyuthat ”V133 is worth while. . ‘
i ‘ ‘3 s I wait until the third issue and I never eight other towns of my county and The well-known rules of Journalism E
' i J “ “‘1 E fail to have a list of workers that suits WE are in no Wise competitors with each and ”Stabmhed “names °f ”“51““ 1: '
2‘ 1 me. other. I have 80 correspondents in my are, of course, essential. Cover your 1
! ‘- “I prefer waiting until the second and county and published an average of Please Turn to Page Five) .
E 1', E if necessary the third issue, because —WW ;
11E '3 E it secures a more substantial list of HERE IS THE WHOLE STORY — SIXTEEN WINNING CONTESTS
‘_ : 1 n . people who have been afraid the field Per- Con- 1
E 1 . _‘ E would be overcrowded and have been Gross Total centage New test- 11
i =-. :' slow to make up their minds. When Receipts Cost Cost Subs. ants Prizes Given 1
1E ' i : E they do make the plunge they organize 1 $5,270 $ 535 10 803 15 *Piano :
1E ~- “ 1 and so in to win- 2 $2,565 s 650 26 3'75 17 $525 Cash 3 '
E ii 1 f1 ‘ i “This method would not suit the con- 3 32,114 $ 510 24 516 11 *2 Pianos
E; ‘1": 1’ 21 test company that comes in with a 4 $3,040 a; 660 22 352 17 *2 Motorcycles 1
E ji j ' hurrah and . finishes the job in six 5 $1,310 3 405 25 225 12 $3000ash
E. . tE 1 E E weeks. After it is all over, however, it 6 $1,790 5 411 22 207 11 $300 Cash E1
E t; . .‘ I E is quite a satisfaction to me to hear the 7 $1,170 $ 270 23 205 7 $200 Cash .
E . . E E jingle of that fifteen hundred dollars a s 320 s 245 30 so 6 $200 Cash
E .1: 1 a E or eighteen hundred dollars in my own 9 $5,130 $1,120 22 524 9 *Overland .
E 5.. E pocket that might have been jingling in 10 $4,320 $1,360 28 452 a 22 Maxwell cars
f '5" i1“; _'. 3' the pocket of the contest manager. 11 $4,370 $1,223 23 320 7 21mm; .
E j 1 it E “My last five contests have started 12 $5,130 $1,236 24 427 9 - $1.000 08:51)
- ; é ‘ ‘13 1 E the first week in September and closed 13 $7.635 $1,762 23 520 11 $1.400 03511 i
f ’1 133E the last week in November, running 14 $5.813 $1,580 27 320 11 $1.300 Cash
E ,_- ‘ _» *1 1‘ about twelve weeks. This is without 15 $6.686 $1,795 2'] 542 13 $1.500 08511 E
g .. ; ‘ii ‘.— 5 question the most favorable time of the 15 $6,409 $1.772 28 485 12 $1,500 CID-Sh E
E I_‘ i 3 year on account of the marketing of ----~- ----- -- -- E
E J. 1 1‘ I farm products. $649152 $15,539 6,333 164 E
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October, 1929 THE KENTUCKY PRESS Page Five III II
news field, whatever it may be, in a (Continued from First Page) 3 col. x 10 inches III _ I
cOmplete way. Don’t give premiums of appears to be longer and to the human 4 col. x 15 inches III I
any kind to stimulate the sale 0f your eye the perfect mathematical square 5 001- X 13 11101185 I} II I
paper. Make your paper worth the seems slightly higher than wide. In 6 col. x 21 inches III I
money and sell it on its merits. Don’t order then to produce a form that will Due to the fact that newspapers .;,I I I I
allow contestants to cut the price. A appear square to the eye the actual pages are rarely more than 21 inches I: I II
subscriber who pays $1.50 for a $200 width must be slightly more than the deep this proportion cannot be carried ': I II
paper one year wil1 want it for the height in order to compensate for this beyond 6_columns in width. I I‘
same price the next year. optical illusion. The approximate In addition to the external form of I ‘I
“Run the contest with the same firm— amount of the illusion is 3 per cent— the advertisement. pleasing shapes ' II
ness, fairness and strict intergrity that thus the sides of the optical square should be carried out in the internal III I,
you conduct your paper. If your con-‘ have a ratio of 1 to 1.03. A difference parts. Cuts, boxes, blocks of copy and I I II
test rules and your office contest rec- of 3 per cent does not seem enough to white spaces should also conform to II I
ords are what they should be, you be noticeable, but the fact of the mat- the golden ratio. The following table Ill II
should not have any troubles to iron ter is that the average eye can dis- gives 9 dimensions in terms of picas . III II
out. tinguish a difference as small as 1 per WhiCh have this proportion. IIII III
“I will send to any publisher who cent. 6 picas x 9 picas II II
may be interested a copy of my rules The Double Square—This form is 10 picas x 16 picas III II
and regulations, voting cards used, twice as wide as it is high having a 14 picas x 23 picas III I
etc., and will be glad to receive your ratio of 1 to 2. 18 picas x 29 picas I I .
subscription methods if based on actual The “Golden Rectangle.”—AS will be 22 picas x 36 picas I II
experience.” explained later this is the most plea- 26 picas X 42 picas , ; I‘:
eother articles of value included. ing form and has a proportion between 30 picas x 48 picas I 3 II
Average percentage Of 005‘? 24 per its sides of l to 1.62 which is approxi- 34 picas X 54 picas
cent. mately 5 to 8. The remarkable thing 38 91935 X 61 P1035 I II
The above 16 contests cover a period about this combination is its mathe- By following these tables as closely I I
of 20 years. The last four were held matical conformity as the short side is as possible, the advertising man can I
one year each. In ariving at percent- to the long side as the long side is to produce a pleasing layout that will at- II I If
age of cost all expenses, including com- the sum of the two. In mathema- tract and favorably impress the mind I; II II
, missions paid to contestants who did tics this relationship is known as the and eye of the reader.—The United II I II
not win, are included. In all contests “mean proportion.” In advertising this States Publisher. I I II
that grossed five thousand 01' more shape is often called the “golden sec- —“'——"— , I II
there were 6 t0 9 contestants going tion” or the “golden rule of 5 to 8." Populations, to ascertain the number ' I I II
good clear to the finish. In the smaller The Circle—The cmfle could be of families, are divided by 4.4 by many I I I I ‘
contests the number 0f workers at the called a “round perfect square" be- advertisers, agencies and publications. Z‘III :I I
finish ranged from 4 up. cause it has the same proportion of Printer’s Ink reports that this figure 5”: I
_____________ 1 to 1. is shown up as not representing the I I II I
CHECK THESE AGAINST YOUR The Oval—Ovals can be of various number of buying (family) units in I I I
OWN SALES TALKS proportions to the golden rule of 5 to 8 many localities. A more accurate ‘ I .
— having this ratio between the short suage. it is suggested. would be the ,. I . I,
Here is a thought-provoking sum- and the long axis. figure 2.7, and further investigation is I ‘j II
mary of the advantages that accrue Various tests have been conducted urged. Newspapers and other publica- “ : I
to the national advertiser using space to determine which of these forms is tlons sometimes multiply their numbers I I
in 8 count“, weekly. Through such most pleasing with the result that the of subscribers by some figure such as 3 II I: _ I I
advertising he may expect to: Golden Rectangle was preferred above or 4 to Show the number 0f actual I! I . I
. 1. Cover his mrket intensively. all others. The Optical Square comes reders. Advertisers are showing interest I I I
2. Secure direct benefit of entire cir- next and then the Double Square while In the. num‘?” 0f ”buying “HRS” I I I I
culation. the Perfect Mathematical Square is (families) being reach; a unit may be II3 =
3. Change dead distribution into ac— “Qt liked at 311- a family or 7’ and then again 1’ in the I’: II I I
tive sales. To be pleasing then, the shape of an case Of a bachelor or bachelor-maid.— I I I I
4. Speed up turn—over for dealers. advertisement should conform as close- N'P'J' I I, I I
5. Advertise in counties where goods 1y as possible to the golden ratio of —_—'" II I . II
are on sale. 5 to 8. In addition to psychological FIVE GOOD WAYS TO KEEP III I; I I
6. Direct advertising to spots where tests conducted recently further proof CIRCULATION IN “THE I’ I II?
it is needed. of the desirability of this proportion BEST OF HEALTH” I I I ‘I I
7. Get 100 per cent out of every ad- is found in the fact that it has been -——- I} I I ‘I
vertising dollar. in general use since the earliest aes- Arne (3, Rae, Oregon Field Manager: II I II
8. Reach a vast buying power. thetic feeling of primitive man, its A publisher makes these suggestions for II I . ‘I
10. Appeal to a class of friendly wide prevalence in ancient art being keeping and building circulation; I I: ‘1 I
readers. discovered about the middle of the 1. Arrange all expirations on the III I: I
11. Advertise where local news has 19th century. Long before this appre- first of the month, simplifying billing. I" I I
greatest reader interest. ciation of its mathematical formula 2. Keep a regular list of non-sub- III I I
12. Secure maximum editorial appeal this principle was unconsciously prev- scribers for samples and direct solicita- II I I I
13. Secure space where advertising is alent and it is with us today in many tion. .I‘ I I I I I
never buried or lost. of the objects in general use. Books, 3, The registration of voters list in II I I II I
14. Get full position—next to reading. windows, pictures, buildings, doors, any town furnishes a good sample list, . I I' ‘ I i
15. Reach both village and rural etc., conform roughly to this propor- if checked against the paid fish I II I