Oregon Exchanges/Volume 6/Number 1

Oregon Exchanges, Volume 6  (1922)  edited by George Stanley Turnbull
Number 1

Oregon Exchanges For the Newspaper Men of the State of Oregon

Vol. 6

Eugene, Oregon, October, 1922

NEWSPAPER GROU PS AND FOREIGN ADVERTISING By W. F. G. THACHER Paorsssoa or Anvrnrrsmo IN Umvnnsrrv or OREGON

[Mr. Thacher made a trip east last summer in the interest of Oregon newspapers in general and a selected group of dailies in particular, to get Oregon: publications in the closest possible touch with the large space-buying agencies of the country. The article which follows covers one phase of his observations on his trip.

Mr. Thacher

is making a full report to the group of dailies which he represented on his trip]

N ANY consideration of newspaper groups, distinction must be made at

the outset between actual organiza tions, born of a common interest and in cluded within a distinct territory, and those promiscuous “lists,” of which the A. P. A. is a type, and which are formed, obviously, not through any consciousness of solidar

come into being somewhat as did our own Editorial Association, and existed first as a clearing-house of ideas, with occasional meetings, programs, etc., with some at tempt to improve newspaper conditions by influencing legislation, introducing cost accounting systems, raising ethical standards and similar undertakings.

ity felt by the members themselves, but through the efiorts of outside interests.

Is rHE Gaour Err:-xmvr-1?

Concerning this latter kind of organiza

The most recent development in the activities of such organizations, and the

tion, the writer, in this connection at least, has nothing at all to say. The bona fide organization, which is the outgrowth of the direct expression of common needs, common interests, com mon purposes, is a somewhat recent phe nomenon in the newspaper world, and has in it much of importance for all pro gressive newspaper men. This tenden cy to organize is, of course, in line with the trend toward' combination in all

kinds of modem enterprise.

one in which the writer is especially in terested, is the application of the “group”

to the problem of “foreign” or national advertising.

In this respect, is the “group” efiec tive? Are they getting anywhere? Do the newspapers forming the group get

more advertising from the agencies than they would if they were not members of the group?

The writer put these questions to some forty of the space buyers in the largest

These groups exist in various parts of the United States. There are the Connec ticnt group, the Ohio Select List, the

and received various answers.

Michigan group, the Wisconsin Leagueseveral in the South, an organization of

but natural, however, as agencies difier as much as individuals in their respon

weeklies

in

known.

These groups, as a rule, have

siveness to solicitation. Many of the space buyers with whom I talked an

Montana,

and

others

less

advertising agencies in the United States,

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