Oregon Exchanges/Volume 5/Number 4

Oregon Exchanges  (1922) 
Number 4

Oregon Exchanges

For the Newspaper Men of the State of Oregon

Vol. 5
No. 4
Eugene, Oregon, May, 1922


By A. C. GAGE,

Editor and Publisher, Angora Journal, Portland


[Mr. Gage, who is himself a successful trade publisher, here analyzes the situation in Oregon from the point of view of his publications. The field and the opportunity for these papers is most interestingly treated. The subject of class and trade journal ism, covering the vast number of specialties connected with industry, commerce, agri culture and all the varied interests of the work-a-day world, forms an important branch of the work of the School of Journalism at the University of Oregon, and will be one of the features of the annual Oregon Newspaper Conference next Jamcarya] OW many in the partial list of

Oregon publications given at the bottom of this page are familiar to you?

They are class, trade and group

publications issued regularly in this state. Many of them are farm publications. It is with these that this article has largely to do. There is always in the United States a wide horizon for those trained in news paper experience. The business of mak

Timberman Western Breeders Journal Pacific Homestead Shipping Guide Pacific Poultry Journal Northwest Journal of Dentistry Northwest Insurance News Pacific Retailers Journal Hardware World Pacific N. W. Hotel News Commercial Review Pacific Drug Review Pacific Banker Automobile Record Export and Shipping Journal Oregon Grange Bulletin

ing magazines or newspapers offers so varied a range of selection that the indi vidual is sometimes puzzled which way to look. In whatever direction, there is op portunity, often close at hand. Usually newspaper preparation qualifies for mag

azine work, or for class and trade pub lication enterprises. It is not a long step from one to the other. Oregon has good representation in newspapers, class and trade publications,

Western Farmer Spectator The Manufacturer Oregon Teachers Monthly Northwest Pacific Farmer Poultry Life North American Filer Fountain Profits Trade Register Pacific Legion Commercial Recorder Better Fruit Oregon Veteran Angora Journal Oregon Merchants Magazine

Tax Liberator Page:Oregon Exchanges volume 5.pdf/107



Copy Editor, Oregon Journal

[Mr. Swayze writes from the point of view gained in more than twenty years’ work on newspapers, large and small, in various parts of the country. He knows newspaper work from both the reporter’s and the editor’s particular slant—if there is any difference—and he has here analyzed the findings of his years of observation, so far as they affect the relation of the hard-shelled party newspaper to the people. Not every newspaperman will agree with Mr. Swayze’s opinion in toto; but perhaps most of them have done some thinking along the same line as he.]

LET this article begin with a flat statement, which it shall be my purpose to attempt to prove. That statement is this: During twenty years of an active career in the newspaper field the thing which impresses me most is the tremendous loss of respect which the party newspaper has suffered in its standing with the public.

I have seen this feeling grow from incipient doubt and through later indifference up to its present state of an utter lack of confidence—a state approximating secret and silent contempt and satirically expressed in the stinging phrase, “just newspaper talk.”

Twenty years ago that term was never heard. Today it is a tenant of almost every tongue, and is shamefully reflected in the party newspaper’s inability to influence public opinion. We newspaper men do not like to make the admission, but the bare, cold fact stares at us, nevertheless, that the influence of the press has

factor which permeates, creates and guides modern thought despite flippant and superficial currents on the surface.

Because of its total blindness to the larger and more permanent virtues as distinguished from its full-eyed recognition of partisan issues and fleeting shibboleths, the press has lost communion with the spirit of most of the people. It is still a sort of “holy writ” for the subnormal, or illiterate poor, who do not and can not think, and the super-normal, or overly rich, who do not wish to be bothered with the luxury of thinking for themselves. But with the vast multitude between these

two classes—a multitude which is at once the bulwark of the government and the mainstay of civilization—it has degenerated into an object of mere curiosity, to be picked up frivolously and as often thrown down in sickened disgust.

Let a few incidents be cited to prove the opening statement in this article.

come to be so negligible that it carries

When the Papers Failed

The first incident goes back to 1910, I believe, when Miles Poindexter was a candidate for United States senator from

little or no weight with the thinking popu lace. Toucrr Wrrrr Pxorna Losr


He was


“Progressive Republican.”

Bond elections, legislation and office



His oppon

seekers are not nowadays, as they used to

ents were John L.

be, swept into official acceptance by the bellicose thunderings of a party organ, but by the psychology of the multitude a nebulous but none the less powerful

United States Senator, and Thomas Burke, a wealthy and distinguished lawyer of Seattle.




Both were Republican stand

patters of the standpattest variety. Wil

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