was able to revolutionize the standards of household commodities and add close to 50,000 new readers to its circulation list by carrying out an intensive pure food campaign, the unheralded success of its fashion page and school and home pages, are all described by Mr. Rogers. “You must know your readers if you hope to make any big success in the newspaper business,” adds the author in closing his chapter on “Building up the Property.”
The Globe plant itself is minutely described: its three-floor plan, totalling 15,000 feet of floor space per floor; the five high-speed power presses, equipped with the Kohler system, with full protection of the men by elimination of all starting buttons save one under the control of the pressman, and the feature of being able to stop the press from any one of six or eight points, and the full usage of all space saving economies.
When your advertising slackens, “keep improving your paper and demonstrating results for other advertisers,” is the way Mr. Rogers would bring back the wandering sheep to the fold. He believes that the best rate card by long odds should provide for a heavy one-time contract, with heavy discount for a very small contract, and then by gradual further discounts reach a fair minimum below which no business should be taken. He would install the use of graphic charts in the newspaper as the ideal method of visualizing newspaper records and different points of efficiency.
Mr. Rogers opposes all forms of premiums and contests and canvasses for the purpose of increasing circulation. Without the aid of circulation campaigns the Globe has grown from 75,000 to 200,000 a day in seven years. “The budget system is absolutely necessary to the efficient carrying on of a real newspaper,” insists Mr. Rogers, after long years of experience. “You must keep absolute close cost of all expenses. Keep charts for every expense item and you will avoid being thrown on the rocks of financial ruin."
W. F. Gilstrap Leaves Eugene Register
W. F. Gilstrap, one of the founders of the Morning Register in Eugene, has disposed of his stock in the Register Publishing company, and has resigned as president, director and manager of the company. He will retire from the newspaper business and may engage in some war activity, bu he has not yet decided just what it will be. Frank Jenkins, editor of the Register, was elected president of the company, and there will be no change in be business management.
Hood River News for Sale
R. B. and L. S. Bennett, who have been owners and publishers of he Hood River News for the past eight years, are offering the business for vale, one of the brothers desiring to enter the United States service. The News 3 known as one of the best weekly newspapers in the state. It was established fifteen years ago and caters to a profitable field. Its mechanical equipment is complete and up-to-date, including a linotype, Miehle press, two jobbers, a power cutter, folding machine and a large assortment of type.
