undue prominence to this class of material. We aim to reflect the life of our city,
Last—but by no means least, in my estimation—we tell the neighborhood news of every community within our circulation radius. We do not use the old-fashioned method of grouping each community's news under a single stereotyped head, such as "Whiskey Creek Whisperings," but carefully edit all correspondence. Purely personal items are grouped, as Springfield Personals, Florence Personals, etc., while news of more than personal interest is run under separate headings. We have a correspondent in every community, and devote practically a page a day to this class of news. We consider it our most valuable circulation builder.
In addition to correspondents within our field, we carry correspondents at Salem and Portland. Our purpose, as I have stated before, is to provide a newspaper that will meet the needs of our readers, so that they will not have to take one newspaper to tell them the news of the world and another to tell them the newe of the community.
In the treatment of the editorial columns, we insist on versatility. We discuss community problems, uplift movements, politics, the progress of the war, and a wide range of other topics. In this also our purpose is to supply the wants of our readers so that they will not want to look elsewhere for daily newspaper needs.
This, in brief, is the idea back of the Morning Register. We seek to cover the entire area from which Eugene can expect to draw retail trade, for we know that the daily paper is the one, pre-eminent trade missionary, and to order to do this we print a newspaper sufficiently complete to answer the wants of our readers. It is a fact that in thousands of homes in this territory The Register is the only daily paper taken.
Aimed At Dishonest Advertising
Oregon is now proceeding under a new law regulating the business of advertising. The purpose, as stated in the title, is to prohibit "untrue, deceptive, and misleading assertions, representations or statements of fact in advertisements within the state of Oregon and providing a penalty for the violation thereof." The law strikes primarily, it appears, at persons or corporations who procure the publication of the offending matter, and it is provided that the act does not apply to publishers who print the objectionable advertising matter in good faith, without knowledge of its "false, deceptive or misleading character." The penalty provided is a fine of not more than $100 or imprisonment in the county jail for not to exceed 30 days.
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