Oregon Exchanges/Volume 5/Number 1

Oregon Exchanges, Volume 5
Number 1

Oregon Exchanges

For the Newspaper Men of Oregon



Vol. 5
No. 1
Eugene, Oregon, January, 1922


BETTERING OF CONDITIONS TO BE GENERAL CONFERENCE TOPIC


IMPROVEMENT of newspaper conditions in the state of Oregon is the general theme of the Fourth Annual Newspaper Conference, to be held at the School of Journalism of the University of Oregon, January 13 and 14 next.

Information reaching Dean Eric W. Allen, in charge of the program, indicates a large attendance of those who believe that conditions in the business and profession in this state are not yet quite perfect.

Preliminary announcements sent out to the editors and publishers and others interested have given the rough outline of the program, which, as it appears now, is the most complete, comprehensive, and, it is believed, the most interesting yet offered in a newspaper conference here.


Special Meetings Called

The attraction of the Conference has been increased this time by the calling of special meetings of the Oregon State Editorial Association, the Oregon members of the Associated Press and the Oregon clients of the United Press. Virtually every phase of the newspaper publishing business will be represented in the pro gram and the attendance at the Fourth Conference. Advertising, as usual, will occupy a considerable share of the attention of those attending. Some of the leaders in the newspaper advertising field in this state, including a number of those who make a close study of advertising conditions, will discuss such topics as foreign advertising, the soliciting of advertising outside the home town, advertising plans for the future. An opportunity will be provided for all who have anything to offer on these and allied subjects to get before the Conference.

More intensive state organization for the newspapers of Oregon is another topic which will come up. A delegation from the Washington State Editorial Association will present their plan of state organization, which is warmly recommended by many Washington publishers. The plan will he described by Fred W. ("Pa") Kennedy, of the University of Washington, recognized as one of the country's best association organizers and doctors of sick newspapers. Those who know about Kennedy will want to come and hear him. Herbert J. Campbell, vice-president of the Conference, who since the last session has moved across into Vancouver, Wash., as publisher of the Daily Columbian, will be on hand with first-hand information, gained from watching Kennedy and his plan at work.


Newsprint, Libel, Ethics

The newsprint situation will be the subject of a report by George Putnam, publisher of the Salem Capital Journal.

William G. Hale, dean of the School of Law of the University, will report to the Conference his investigations into the libel law and other laws affecting news papers.

Dean Colin V. Dyment, who was appointed by the convention of the Oregon (illegible text) Wright (illegible text) City, editor of the (illegible text) publisher. Mr. Brown will give a forecast of the advertising situation for 1922. His qualifications for discussing this subject are recognized by those who know how closely the Editor and Publisher keeps in touch with all phases of the newspaper profession the country over.


Improving News End

The conference, however, is not to be confined to the commercial and physical features of the newspaper. Those who feel disposed to look more closely into the news and editorial end of their news papers will get a basis for discussion in the address of George P. Cheney, publisher of the Wallowa Record Chieftain. Mr. Cheney will give his opinion on what's the matter with the newspapers of Oregon from the point of view of their obligation to the reader. This is expected to be one of the most fruitful of discussion of all the addresses at the Conference. The usual entertainment features will be provided for the visitors, who, it is hoped, will include the ladies of the editors and publishers. An interesting time is promised. A committee made up of Mrs. P. L. Campbell, wife of the president of the University; Dean Elizabeth Fox, and Mrs. Eric W. Allen is making arrangements for this part of the Conference.


Banquets op to Standard

The banquet will be held Friday under the joint direction of the Eugene Chamber of Commerce and the members of Sigma Delta Chi, men's honorary journalism fraternity. The luncheon Saturday noon, in which students in the School of Journalism will take a prominent part, will be in Hendricks Hall or in one of the new buildings opened since the last Conference.

The Conference sessions are to be held in the new $300,000 Memorial Hall, one of the most beautiful educational buildings in the country. Robert W. Sawyer, publisher of the Bend Bulletin, chairman of the Conference, will preside at the opening session.

The scope and interest of the program is further indicated by the names of those who, in addition to those already mentioned, will take part. These include: Ernest Gilstrap, manager Eugene Register; Paul Robinson, publisher Aurora Observer; H. L. St. Clair, editor Gresham Outlook; Hal E. Hoss, manager Oregon City Enterprise; Frank Jenkins, editor Eugene Register; Upton H. Gibbs, editor Eastern Clackamas News, and W. F. G. Thacher, professor of advertising in the University.

Following is the program in full, so far as arranged at present:


FRIDAY, JANUARY 13

10 A. M., Men's Smoking Room, Memorial Hall

Meeting of the Associated Press.

Paul Cowles, of San Francisco, Superintendent of the Western Division, presiding.

10 A. M., Women's Reception Room, Memorial Hall

Meeting of the United Press.

Frank A. Clarvoe, Northwest Manager, presiding.


FRIDAY, JANUARY(illegible text)

1:30 P. M., League Room,(illegible text)

Meeting of the Conference. Robert W. Sawyer, (illegible text)

Program: General Topic: Advertising.

Why I Solicit Advertising Outside My Town. Paul (illegible text) Aurora Observer.

Issuing Twice a Week—Its Effect Upon the Business of a Newspaper. H. L. St. Clair, Gresham Outlook.

Some Developments in Advertising in the last Year. G. Lansing Hurd, Manager of the Corvallis Gazette-Times.

Essentials of Successful Advertising Work. Ernest Gilstrap, Advertising Manager of the Eugene Register.

Securing Foreign Advertising. W. R. Smith, publisher Myrtle Point American and Powers Patriot.

What the Advertising Agencies Tell Us About the Oregon Papers From Their Point of View; Letters From the Big Advertisers. W. F. G. Thacher, Professor of Advertising, University of Oregon.

General Discussion: Led by Hal E. Hoss, Oregon City Enterprise.


1:30 P. M., Alumni Hall, Memorial Building

Reception to wives of visiting Newspaper Men. Mrs. P. L. Camp bell, Dean Elizabeth Fox, Mrs. Eric W. Allen and ladies of the University.


6:30 P. M., Osburn Hotel

Banquet under auspices of Eugene Chamber of Commerce and Undergraduate students in School of Journalism directed by Sigma Delta Chi.

President P. L. Campbell, toastmaster.

Address of Weleome. L. L. Ray, president of the Chamber of Commerce.

Music by Glee Club.

Advertising in 1922. James Wright Brown, editor of the Editor and Publisher, New York City.

Some Big Neglected Opportunities in Journalism as a Small-town Editor Sees Them. George P. Cheney, publisher of the Enterprise Record-Chieftain.

Newspaper Ideals. B. Frank Irvine, editor Oregon Journal, Portland.

Present Newspaper Tendencies. Edgar B. Piper, editor, Portland Oregonian.

Three-minute addresses in answer to roll call.

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IF YOU DIG DEEP ENOUGH YOU'LL GET YOUR GOOD STORY

BY FRED LOCKLEY, Assistant Publisher, Oregon Journal

[The article which follows is Mr. Lockle-y's summary of his address before a class in Newswriting in the School of Journalism of the University of Oregon. It was the purpose of the instructor to inspire the students with the spirit of a real mixer whose skill in the gathering of interesting newspaper stories is widely recognized. The article is printed in Oregon Exchanges in the hope that it will be of value to many newsgatherers who are on the lookout for ideas and who are willing to profit from the suggestions and experiences of others.]

IT IS what you are, as well as what you do, that determines whether or not you are to be a good reporter. You can’t put human interest into your story unless you yourself are interested in it. If news-getting and news-writing are drudgery to you, take up some other line of work. The man who is “a servant of duty and a slave of routine” cannot put originality and human interest into his work. If your job is merely a bread ticket, take up work that you like better. Writing, more than almost anything else, is an expression of one’s own personality. The secret of success in your work is to put your soul into your work. Work without soul is mechanical, dead. Hamilton Wright Mabie was right when he said, “The men who give their work character, distinction, perfection, are the men whose spirit is behind their hands, giving them a new dexterity. There is no kind of work, from the merest routine to the highest creative activity, which does not receive all that gives it quality from the spirit in which it is done. Work with out spirit is a body without soul,-there is no life in it. Everything that lacks spirit is mechanical; everything that contains spirit has life. To put spirit into one’s work is to vitalize it—to give it force, character, originality, distinction. It is to put the stamp of one’s own nature upon it and the living power of one’s soul into it.”


No Dearth of Material

In J. M. Barrie’s story of Sentimental Tommy, when Tommy apprenticed him self to an author, and was asked if he liked his work he said, “Where the heart is, there shall the treasure be also.” If you have real zest in your work, there will be no difficulty in finding plenty of material. Here in the West, human interest stuff lies all about us. Drop into any hotel, and almost every man you meet is a story. In the course of a month you will meet pioneers who have come west by ox-team, packers and freighters, prospectors who have made and lost for tunes—and are still following the golden lure. Sourdoughs from Alaska; cow-men who went to the Inland Empire when “the law of the forty-five” was the law of the land. You will meet reclamation engineers, forest rangers, men who hunt and trap wild animals for the government, and a score of other pioneer types.


Hunter's Good Story


Not long ago I dropped into conversation with one of the men who are en gaged in killing predatory animals. “I had a peculiar experience recently,” he said; “I set a trap for a cougar. When I made my rounds, both cougar and trap were gone. The cougar’s tracks led to the trap, which I had placed beneath a large fir, but there were no outgoing tracks. After hunting half an hour and circling the tree in an ever-widening compass, I came to the conclusion I had trapped a winged cougar and that it had flown away with the trap. I sat down on a log not far distant to puzzle the matter out. I happened to glance upward; and there, near the top of the fir, I saw the cougar hanging from a limb, while the log that I had fastened to the trap was suspended on the other side of the limb. The mystery was solved.”

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