“Taranaki Central Press” WEDNESDAY, JUNE 30, 1937. “CENTRAL PRESS” TO CEASE PUBLICATION

Taranaki Central Press, Volume IV, Issue 460, 30 June 1937, Page 4

“Taranaki Central Press” WEDNESDAY, JUNE 30, 1937. “CENTRAL PRESS” TO CEASE PUBLICATION

Saturday will see published the last issue of the Taranaki Central Press which, under its several ownerships, has for years been an integral and intimate part of the life of the town and district. This announcement is made with the greatest regret. Not only is the town losing an institution which is, by its nature and service, part of the structure and foundation of the community, but it loses also an industry of financial importance. Needless to say such a decision was reached by the directors only after very grave thought. The history of newspaper enterprise in Stratford has for many years been an unfortunate one —unfortunate, that is, for those who backed their enterprise with finance. It was with the object of rehabilitating the daily paper frem the low level to which it had sunk that a number of local residents last year formed the new company which acquired the rights of publication. Even the acquisition of new capital and new blood was unable to present a bulwark to public apathy and even public opposition. From the start efforts were concentrated upon improving the standard of the publication. These were successful to the extent that the company received many congratulatory messages from contemporaries and advertisers. A pleasing feature was the complimentary references made to the improved printing, layout, and editorial standard by National advertisers, who supported this with an increase in space contracts. However these efforts, and the vast expenditure necessary to bring them to fruition, did not induce the local support which the company expected, and to which it felt entitled. Many local firms refused to advertise in their own paper, preferring an outside medium. Many residents, despite the low rates, refused to subscribe. Several residents, neither advertisers nor subscribers, had the gross impertinence to deride the efforts made in gcod faith to save for Stratfo.rd an essential secondary industry and community service. No town in New Zealand with a population not greater than Stratford has a daily paper equal to the standard cf the “Taranaki Central Press.” Many towns of greater population have news papers not so good. The loss incurred at maintaining for Stratford its daily service, unsupported by many of the business people as it is, cannet be continued indefinitely by any firm, no matter how strong its financial standing. Hence the reluctant decision" to cease publication on Saturday next. The business community may pause to consider what this meats to them individually, for a company 'with an annual turnover of £BOOO cannot cease operations without repercussions to local trade. Wages paid by the “Central Press” aggregate over £5OOO per annum alone. However there is another aspect. A town without a paper, especially a daily paper, loses caste and standing. Its progress is retarded and its full development, which the policy of its daily paper inevitably reflects, is prejudiced. A further point for consideration is that after Saturday next the town will be served by outside papers whose policies are naturally dictated by the demands of the towns in which they are published. Immediately Stratford takes second place. So, also, do the advertisers. The healthy competition engendered by three papers operating in the town, two being from New Plymouth and naturally interested merely from a point of view cf revenue, will be gone. Advertising rates will inevitably roar, the volume of local news published will diminish and the service to the town will degenerate generally. On this note of regret for the future the “Central Press” will go cut of existence, at the same time thanking the staff for their loyalty and support.