CONDUCTING A REPUTABLE NEWSPAPER.

Pukekohe & Waiuku Times, Volume 9, Issue 531, 14 May 1920, Page 2

CONDUCTING A REPUTABLE NEWSPAPER.

FAIR PLAY TO READERS.

PARAGRAPH ADVERTISEMENTS

CONDITIONS OF ACCEPTANCE

(Editorial)

Several experiences we have had during the past few months with advertisers have forced us to the conclusion that '.there are still many capable enough business men in thenrespective lines who do not understand very well the principles upon which a reputable an J independent paper is, or should be, conducted. Firstly then, let us set oat the three most important iffices a. newspaper has to perform; we g v.-> them in ine order of their importance:— (1) To print news. (2) To strive to guide _ public opinion in a proper direqtion. (3) To furnish entertainment. The reader will obseive that the first obligation is that of printing news—hencev "newspaper." The editorial policy and lone, though of considerable importance in any responsible newspaper o'.fica, is, nevertheless, secondary. After the functions of these two departments have been fulfilled the papep may endeavour to furnish entertainment, insofar as it can do so without making a comic cuts" of itself.

Just as the class of mrytter appearing in a paper is cateiully graded and consideued in regard to its news value or probable help to readers, so are the paper's supporters themselves weighed up and allotted theii' special spheres of first person to be considered is the subscriber, or and the second is the advertiser. Now. we all know Jiow irritated we feel when we have been led, by a skilfully-worded introduction, to read an article which turns out to be an advertisement in disguise. Were such an article plainly headed as an advertisement we would read it just the same, bvtt without that nasty feeling of having been fooled, which resentment is felt cowards both the advertiser as the prime culprit,, and the rewspaper publisher as an accomplice. And this is the point we wish to drive home: an article, be it merely a paragraph of a few lines dealing with a merchant's A'ares, must, in all fairness to readers, be

plainly marked as an advertisement, and. in equal fairness to the polisher of the ppaer, must be paid for as such. Unfortunately, thcVte are many small country papers in whose "Local and General" columns every alternate paragraph is a "putt" paragraph," but not plainly marked as such. Readers who are used to wellconducted journals cinow down such ppaers in disgust—to the detriment of both the advertisers and the newspapers . Once and for all, then, let us clearly lay it down that advertisers are welcome to the use of reading space in the "Times," provided they pay for it at the rule of 5s per inchabout 48 words- or Sd a line or fraction thereof for lesser amounts than i.j inch as against 4s per inch in the ordinary advertising columns, and that such matter is clearly marked as an advertisement, either at the heading or the conclusion. People will read these readei- paragraphs readily enough, and will not feel that they have been deceived. Also, paragraph advertisements for insertion in the local and general column must come after the items of news, and not actually sandwiched in among them. These remarks in regard to position do not refer to enteitainmer(ts, because, as slated above, a newspaper's third obligation is to furnish entertainment, and the giv-

ing of information as to where entertainment may be sought is closely skin (to othe actual furnishing oi it. There is also a v.-Uie distinction in the treatment of entertainments for public pt rposes and those run for private corhme;f~ial gain. The fonnei, provided they are advertised in the usual way, may be alluded to in a paragraph (free)",'but the latter may not be givi>n such consideration. Advertisers should concentrate on making tfieir advertisements as inters tin 2 as possible to readers. They should not come to the newspap'ter publisher and ordei the minimum of 3pace, allowing no room for display, (;■. blank spaces to aifurd a contrast (i:ke well-spaced and well-placed pictures on a wall) and then expect a free "puff paragraph" ;:o make up ftv a deficiency of their legitimate advertising. And sometimes people send in advertising matter with instructions that it must not take more than a certain measurement of space irre spective of whether or not the matter can be crammed into the space specified. When the instructions cannot be carried out the adve 1 usement has to be refused, and the sender communicated with accidingly. I>\ the time his reply comes to hand it may be too lrt'e for the notice to be 01 any use. Where n minimum of space is required, without any display ataal t it is quite sufficient to instruct "set solid." The "Times" is not at all anxious to crowd out its reading matter by carrying advertising display that is not wanted by customers. It is i safe >ule to leave these matters to the printer, whose business it is to know jusjt how to set out the various t lasses of advertisements. Laymen's instructions usually result in" dissatisfaction to evevyone concerned. Rich man to his own trade and pioiession. lie to. 3 we leave the subject we may remaak on a curious attitude adopted by some people in reference to local newspaper, in that they expect a local paper to grant privileges which they could not have the presumption to as* of a big daily journal. And yet, when all is said ancl done, the lucni newspaper is an infinitely greater Joce in advancing the progress of the lUstiict »t serves than is any oi'tside paper, however g.ieat and wealthy. The reason of this is not hard to determine, the

local newspaper concentrates on its district, and is <>\er ready to open its columns to i'orwa d any worthy movement, wherets a "brief mention" —very brief indeed—is all that an or/'s'b paper ' -in phe, except on verv special occasions, to district affair,.

Hut whatever our leaders' and advert sers' views nay be on these things—if they hove taken the trouble to think about relative values or' newspapers at all, "The Franklin r.nd I'ukekolie IVmes" is firmly founded on what we believe to be the best principles of reputable newspaper production, and. come fair weathe:* or foul we shall Stick To Them.