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The Columbia University Libraries reserve the right to refuse to accept a copying order if, in its judgement, fulfillment of the order would involve violation of the copyright law. Author: Rogers, Jason Title: Newspaper efficiency, showing how one... Place: New York Date: 1917 q4~fti/)g6-ii MASTER NEGATIVE # COLUMBIA UNIVERSITY LIBRARIES PRESERVATION DIVISION BIBLIOGRAPHIC MICROFORM TARGET ORIGINAL MATERIAL AS FILMED - EXISTING BIBLIOGRAPHIC RECORD 430* 366 R63 Rogers, Jason. Newspaper efficiency, showing how one newspaper niet the heavy increased cost of print paper through definite knowledge of ' cost, ' by Jason Rogers. New York, 1917. Hem 62 p. incl. facsims., diagrs., forms. 30! "Prepared by Jason Rogers, publisher of the New York globe." 1. Printing, P r actieal Accounting. 2. Newspapers. i. Title. /-"^ 17-18502 Library of Congress V HF5686.P8R6 RESTRICTIONS ON USE: TECHNICAL MICROFORM DATA FILM SIZE: 35 mw DATE FILMED: TRACKING # : REDUCTION RATIO: l/o • I IMAGE PLACEMENT: lA /IIA/ IB IIB INITIALS :_MM FILMED BY PRESERVATION RESOURCES. BETHLEHEM, PA. ^ ^J^^ ^^^7^ O o i i %. 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(Copyrighted^ 1917, by Jason Rogers.) Foreword Feeling that perhaps much of the misunderstanding and contention regarding the print paper situation grows out of unsound business practices on both sides, as revealed at the recent conferences between the paper makers and publishers, I am disposed to conclude that only by some well-considered definite campaign of education and co-operation can relief be secured for all parties involved. Having met the condition of increased print paper costs successfully with The Globe by drastic economies, modern ef- ficiencies, slightly increased advertising rates, etc., in a way that has earned commendation from newspaper publishers, paper makers, and members of the Federal Trade Commis- sion, I may be pardoned for the presumption of setting down, for the benefit of other publishers, details of how we accom- plished these results. We will first consider the situation of paper panic as it de- veloped, viewing it from the broadest possible standpoint for the benefit of those not in a position to be familiar with the facts, indicate the efforts of the Federal Trade Commission to bring relief, and then show how we got ready for the long looked for blow. • The Situation. The newspapers of the country find themselves sharply up against what seems to them the most impossible con- ditions they have ever been called upon to face. The large newspapers feel that they have been maltreated by the print paper makers, who have forced them to pay prices entirely out of proportion to justifiable costs and reasonable profits. The smaller newspapers find themselves unable to secure their supply except at almost prohibitive prices. On the other hand, the print paper manufacturers main- tain that on account of shortage of the supply of ground wood, sulphite, screens, labor, and other details of manufacture and consequent greatly increased costs, they have been compelled to demand the higher prices. The Chicago conference, held on Jan. 26, produced much more important leads of gi-eat promise in indicating a way out of the difficulty than most of those who attended fully realized. An unfortunate atmosphere was created by the diffi- culties in the way of allaying the feelings of bitterness which had grown up incident to strained relations and possible im- pending troubles. The paper makers, through their spokesmen, frankly ad- mitted that in the past, owing to foolish competition and lack of proper costing, they had not made an ordinary manufac- turer's profit, that all items going into the production of print paper were increasing in price by leaps and bounds, and that it v.-as because of failure of mills to make profits sufficient to attract new capital that they had fallen behind in keeping up with the demand. It was admitted by the paper makers that they wanted to make good for past unprofitable years and equalize the loss on unexpired contracts running into 1917, as well as make profits in the future, and these considerations induced them to advance prices to present levels. It was stated that the busi- ness of paper making was unusually hazardous, and that very few of the mills made full allowance for depreciation, replace- ment or the risk of forest fires in their costs, where they had any. The spirit of the Chicago conference from the newspaper publishers' standpoint was that it didn't so much matter what ^ i paper cost them, but rather whether the price was fair and not the result of combination or understanding. All of the publish- ers who spoke on the subject took the position that they were perfectly willing to concede the manufacturers "cost plus a fair manufacturers' profit." They were frank in the expressed feel- ing that there was too wide a margin of difference between the price paid by the big newspapers, $3.10 mill, and that paid by the little ones, $6 to $12 per hundred pounds. All of this was as it should have been to provide the first act of a series of get-together conferences A certain quantity of bad blood had to be got out of the way, so to speak. The presence of members of the Federal Trade Commission, who answered questions and explained what they had done, indi- cated the seriousness of government interest, and exercised a certain influence that was quite obvious toward constructive conclusions. Two very important matters of vital interest between paper makers and publishers were settled in principle. These are bound to have a very far reaching effect for the benefit of the smaller newspapers particularly, and are not without ad- vantage to the larger newspapers. The principle of "group purchases" was endorsed by the paper makers without any contention. This will encour- age group purchases by state or other sectional groups at the same prices at the mill as paid by larger publishers buying the same quantity and will mean great relief to the small publishers. Adoption of the policy of occasional meetings between paper makers and publishers will be productive of much mut- ual benefit, through better appreciation of working factors, and is bound to be productive of economies and efficiencies. I thought that the paper makers showed a remarkable willingness to give information regarding costs, which was met with what seemed to me, at least, an unfortunate spirit on the part of some publishers, which was not conducive to best results from the conference. The statement of Mr. Dodge that he thought we had passed the worst of the trouble, due to economies in consumption, and that conditions would probably improve from now on, I thought was significant and in itself made the holding of the meeting worth while. From contact with publishers at the meeting, and con- firming my previously stated views on the subject, I sin- cerely believe that much of the paper panic conditions of the past few months was brought down upon themselves by newspaper men sadly deficient in ordinary commercial com- mon sense, who, regardless of justifying facts, made it very easy for the paper makers perhaps to add a few dollars a ton for extra profit. Had our larger newspaper publishers heeded the note of warning sounded at the paper conference of last April at the Union League Club in New York and as sincerely and effectively started to economize as they have since October 1, when many of them for the first time felt the pinch, there would be no shortage of paper and prices would be much below where they now are. As a net result of the conferences it seems to me that it is plain that the paper making industry must do some house clean- ing such as the newspapers did years ago in eliminating bulk sale of space to jobbers (alleged advertising agents and special agents),. who resold it at the best prices they could get. It seems that the paper makers are up against a similar defect in their distributing machinery. The elimination of the middleman or reduction of his profits to a reasonable margin would be likely to cut off the difference between prices paid by the big newspaper and the small town daily. Increased purchasing power should repre- sent no such difference as that between $62 and $200 or more per ton. A margin of 21/0 to 10 per cent, commission to the job- ber or broker would seem to cover costs wherever his services are necessary. Advertising agents grow rich on a commission of 15 per cent., while commission men in many important lines of com- merce thrive on margins of from 2 to 15 per cent. Of course, the man buying in 100,000-ton lots will be able to get a shade better price than the one buying half that qtiantity, and so on down the line, but the difference should be very much closer than that represented by the wide discrepancies to-day. The conference between the committees of the A. N. P. A. and the paper manufacturers' association after the report of tlie Federal Trade Commission is issued will be watched with interest to see whether it is going to be possible to produce a closer understanding between maker and purchaser. Overlooking the few unsatisfactory incidents of the Chi- cago conference, which probably no one regrets more sincerely than those responsible for them ahd which possibly were necessary to develop the situation, every one who attended went home with a different viewpoint than he had when he came. 8 li / Coming away from the Chicago conference I was filled with a feeling that if some definite proposal could be worked out things were ripe for the Federal Trade Commission to do something big and constructive that would stand as a lasting monimient to its efficiency and merit the hearty approval of the thousands of small newspaper publishers v/hom it would materially benefit. I could not view the statements of the paper makers except as an admission of poor management by men who for years had been trying to do business far away from best modem and successful practices. I could not help but feel regret for the many publishers who, through lack of knowledge regarding their costs and ability to discern the approaching storm, had failed to pre- pare to meet it. On one hand we had men with millions of dollars invested seeking to earn a fair return on honest capital, who had endan- gered a large and profitable market for their output through their arbitrary method of handling an emergency. On the other hand we had a group of publishers v^'ho were sufficiently intelligent to have been shown by dependable dem- onstration and proof that they must readjust their business to meet advancing costs, kept absolutely without such informa- tion, and by reason of the abrupt and high-handed way the in- creased cost was passed to them, almost hopeless and more in- clined to fight than to seek to deal with the situation by ra- tional treatment. With this introduction to set the situation clearly before the publishers of the country as I see it, I shall briefly indi- cate what the Federal Trade Commission sought to do and then proceed wath the main purpose of this pamphlet. A Remedy Sought. The Federal Trade Commission was brought into the situation at the instance of Senator Owen of Oklahoma to inquire into conditions and to report any violations of the federal laws regarding combinations in restraint of trade if found in their inquiry. The Federal Trade Commission through its corps of field men and experts examined books, records and conditions at all the principal paper mills in the United States and Canada, and in December, 1916, issued a preliminary report which showed that production costs for the first six months of 1916 i were lower than the previous year and otherwise controvert- ing some of the statements of the paper makers. During December the Federal Trade Commission held several hearings at which were represented paper manufac- turers, paper jobbers and brokers, and newspaper publishers. The commission suggested a plan for producing relief for the small newspapers then unable to get any supply, and finally secured contributions from manufacturers of limited tonnage for such relief. Nothing big or very definite grew out of these hearings except that the Federal Trade Commission went directly ahead preparing its formal report to Congress and transmit- ted some of its findings to the Department of Justice for its further investigation and such action as the facts and infor- mation might justify. On Jan. 26 the print paper manufacturers arranged a meeting at Chicago to which were invited newspaper pub- lishers and members of the Federal Trade Commission, for the purpose of strictly informal discussion of the problem, in the hope that through frank interchange of thought something worth while could be worked out. How We Met the Situation in the New York Globe Office In October, 1914, in the letter from Mr. Dodge, president of the International Paper Company, to Mr. Bridgman, president of the American Newspaper Publishers Associa- tion, suggesting a get-together meeting between publishers and print paper manufacturers to discuss print paper condi- tions, I saw a sign of impending danger. No meeting was brought off, though I recollect that Mr. Bridgman wrote Mr. Dodge, after consulting his board of directors, that the publishers would attend such a conference. The meeting of April, 1916, at the Union League Club in New York, between newspaper publishers and paper makers, at which intimations of the necessity for conservation and higher prices by about $5 a ton were given out by the manufacturers, caused us to get busy. On May 1 the New York Globe increased its annual sub- scription price from $3 to $6 and instituted economies in the use of paper by reducing the quantity of waste represented in returns, overs, and free copies. 10 1^ i With the idea of an increased price of $5 per ton in mind, and taking into consideration the economies we could produce, we went carefully into a calculation of costs to see what in- creases in the various advertising rates were essential to make both ends meet. A prospective increase of $50,000 a year to us, represented by $5 more a ton for 10,000 tons, seemed to be too big an item to assimilate. But, as results have shown, we later on cared for an item nearly five times as large, for in its final foiTn, with paper at $67 a ton, the increased cost amounted to $234,000, By the use of accurate costing process we had the situation well in hand at all times. On June 1 we issued a new advertising rate card, making some very minor reforms and primarily to render certain position rates prohibitive in order to meet conditions of the more condensed papers we had in view. This was followed by another revision of rates, effective August 1, which we calculated would place a fair proportion of the added expense on the advertiser. The one-time rate was increased from 35 to 40 cents per line, with discounts in propor- tion. The bulk contract rates were increased this way: 2,500 5,000 10,000 20,000 30,000 40,000 50,000 line contract line contract line contract line contract line contract line contract line contract increased increased increased increased increased increased increased from 28 to from 27 to from 27 to from 26 to from 24 to from 22 to from 20 to 30 cents. 29 cents. 28 cents. 27 cents. 26 cents. 25 cents. 24 cents. Along about this time we were hearing reports regarding the difficulties of certain publishers whose contracts for print paper were expiring in getting renewals except until the end of the year, and then at prices representing nearer $10 a ton advance than $5. We continued to effect further economies in the use of print paper and waste, reducing the minimum of reading matter to fifty-five columns from sixty. Then came rumblings and reports of 3-cent paper. We again got busy on our cost sheets and issued a new rate card on Nov. 1, which changed space rates as follows : One time rate the same. 2,500 line contract increased from 30 to 33 cents. 5,000 line contract increased from 29 to 32 cents. 10,000 line contract increased from 28 to 31 cents. U i 20,000 line contract increased from 27 to 30 cents. 30,000 line contract increased from 26 to 29 cents. 40,000 line contract increased from 25 to 27 cents. 50,000 line contract increased from 24 to 25 cents. We increased our financial advertising rate from 35 to 40 cents per line and made many minor adjustments regarding other classifications. Before this rate card was fairly in operation talk of S% and 314 cent paper was being indulged in, so we decided further to reduce the volume of reading matter, still further to economize in other ways, and to make another readjustment of certain minor advertising rates, and issued other rate cards on Dec. 1, 1916, and Jan. 1, 1917. The net result of all these reforms in anticipation of the heavy added penalty for 1917, estimated at $234,000 for the year, has been that for the month of January we were able to equalize the increased price of print paper. For the purpose of showing how these results have been secured we shall now proceed to a simple cost system which can be easily adopted anywhere, and then briefly describe some business office methods for securing fairly accurate figures upon which to compute costs. Simple Cost System and Desirability of Using It for Small Newspapers. Within the past few months two authoritative statements confirm a rough and perhaps crude cost-finding system which I have used for years and which I have explained before meetings of the newspaper publishers in different parts of the country. The desirability of knowing costs as a basis for establishing advertising rates that will meet expenses, produce a fair return on capital invested, and justify effort put into the business, is not as fully appreciated as it should be. In many large newspaper gatherings I have asked : "How many present know what it costs them to manufacture a line or an inch of advertising?" and have not got a single rise. Long and diligent investigation of newspaper conditions in many cities conclusively proves that our advertising rates are established largely by competitive conditions and represent WHAT WE THINK WE CAN GET rather than WHAT WE SHOULD INSIST ON AS A NECESSITY OF CONTINU- ING SOLVENT. In a recent circular issued by the Federal Trade Com- 12 Vv j • 1 mission at Washington, headed "Helpful Activities to Strengthen American Business," it was stated: "Among the several methods by which the Federal Trade Commission can be of constructive help to American business there are two of particular importance. One of these is to aid the business men of the country in obtain- ing the additional credits to which their business operations may entitle them. The second is to aid in improving ac- counting practice and in ESTABLISHING BETTER STANDARDS OF BOOKKEEPING AND COST AC- COUNTING. The two are interdependent. "The small manufacturer, the country storekeeper [and, they might have added, the country newspaper pub- lisher] and the retail merchant often do not get at the banks the credit that they ought to receive owing to the fact that they are unable to present balance sheets in ac- cordance with good business practice. These men as a rule are just as good business men in many respects as those of larger operations. They have brains, ability, knowledge of their wares and of their customers, but they do not speak the language of the banker in that they are not able to present a statement showing their true assets and liabilities. * * * "The fact must be admitted that in order to put a selling price on a product, a manufacturer must first know what it costs to manufacture and sell it. When business was done on a larger percentage of profit this was no^ so essential, but in most lines of industry to-day the large percentage of profit has passed. Manufacturers are work- ing on smaller margins and must absolutely know what their goods cost. Any unreliable method of arriving at cost figures, with margins of profit so close, must bo eliminated. "It is a fact well understood among business men that the general demoralization in a large number of industries has been caused by firms who cut prices, not knowing vvhat . their goods actually cost to manufacture, and the selling cost, which is equally important, is almost wholly lost sight of. "A manufacturer who does not know with a close de- gree of accuracy what it costs him to produce the different articles he manufactures, and what it costs him to sell them, is not in a position to intelligently meet competition and invites business disaster." 13 TO FIND COST. These extracts do not do the circular justice, but bring out the points I want to make as showing the necessity of know- ing costs for the successful conduct of a business and placing oneself in a position where he can meet unusual contingencies, such as the newspapers are now up against regarding print paper. In System for April, 1916, Walter B. Palmer, special agent in the cost production division of the Bureau of Foreign and Domestic Commerce, had this to say : "There are three systems of costing, all of them simple, which are more or less used. They may be desig- nated the quantity method, the direct labor method, and the prime cost method. "By the quantity method the total general expense during the preceding business period, that is, all expense except direct labor, is divided by the number of units produced, and the quotient is added to the cost of ma- terials and direct labor for each unit." Here again I have only presented the pith of a really no- table article, but sufficient to demonstrate the soundness of the theory I wish to present for the consideration and use of newspaper publishers desirous of investigating the reasonable ness or unreasonableness of their advertising rates. "What does it cost us to produce a line of advertising?" When we know what it costs it is easy enough to find out whether we are selling below the cost of production or at a profit. I figure that the cost of a line of advertising is gross oper- ating expense (including fair depreciation), less circulation receipts, divided by the number of lines of paid advertising printed. This is as simple a process of reaching cost as it is effective. In order to find whether you are selling too cheaply, di- vide your total net advertising charges by the number of lines printed and you will know what you have earned per line. For the purpose of getting these two simple processes clearly before us I am going to set them up in figures. We will assume the case of a daily newspaper operating at a yearly gross expense of $100,000, printing 2,500,000 lines of advertising, with $25,000 circulation earnings and $68,000 net advertising earnings. > * Total expenses of operation for the year 1915, including interest on capital in- vested, bonds and notes, and lO^o de- preciation on plant and equipment .... $100,000 Less circulation receipts and from subscrib- ers 25,000 $75,000 Lines of advertising published 2,500,000 $75,000 divided by 2,500,000 equals 3 cents as cost per line. TO FIND RATE EARNED. Total net advertising revenue (or charges with safe margin of reserve to cover losses or shrinkages of various sorts) . $68,000 Lines of advertising 2,500,000 $68,000 divided by 2,500,000 equals 2.72 cents earned per line. These figures when worked out would show this publisher that he was selling his space too cheaply. By slight increase in some of the various classifications he must increase his rate about 14 of a cent a line to produce cost. In order to make a manufacturer's profit of 10 per cent, he must add $10,000 to the total expense figures above, and then ascertain how much he must add to his advertising rate in order to produce the necessary additional revenue. Total expenses, as above $100,000 Add profit of 10 per cent • 10,000 $110,000 Less circulation receipts 25,000 $85,000 $85,000 divided by 2,500,000 equals 3.4 cents per line. Evidently by one process or another this publisher must increase his average advertising rate seven-tenths of a cent per line or reduce his expenses in some detail before his business "an be placed on a sound enough basis to be considered a success. When you have reduced your business to some such standard of accounting, heavy prospective items of expense, 15 U seemingly impossible to meet under old conditions, can be reduced to simple little adjustments of only passing interest. Suppose, for instance, in the case of the newspaper ex- ample we have considered it was called upon to meet an in- creased paper cost of say $20,000 for a year. The first thing to do would be to cut down space in the paper say about 10 per cent., and then reduce all operating ex- penses say 5 or 10 per cent. Let us assume that these two economies would amount to $10,000. This would leave us to pass on to our advertisers tem- porarily $11,000 of the added cost, including one thousand dollars for the 10 per cent, of manufacturers' profit added to the net increase in cost of operations. Dividing this increased cost $11,000 by the 2,500,000 lines of advertising we print we find : 2,500.000) 11,000.00 (.44 so we must seek to increase our average net advertising rate by one-half a cent a line, which should not be a very serious matter when the fairness of the adjustment can be so intelli- gibly explained to the buyer. By this process an added item of $2,500 means one-tenth of a cent increase in your advertising rate. When you can sec , things in this way it will be mighty easy to do business. Mr. W. B. Palmer says later on in his article: "This method of costing is the simplest of all methods, and where only one kind of goods is manufactured it is the most accurate of all systems." This applies to straightaway newspaper enterprises. Where job printing enters into the proposition we have another ele- ment that may or may not disturb the accuracy of our calcula- tions, but I think even this can be regulated in a way that will lend itself to fair and reasonable adjustment. For instance, in the case of a country weekly doing a gross business of, say, $30,000 a year, of which $20,000 is job printing and $10,000 for the newspaper: If two-thirds of all overhead, rent, depreciation, etc., is charged to the job printing end of the business and the newspaper charged only with the remaining third I think it will be found that a fairly accurate determination of cost per inch can be reached. By the same process our country publisher may find that he has been doing his job printing at too low a figure. When he 16 ^l i reaches his total costs for operating the job plant on its own feet and then checks them up against his net earnings for such work for the year he may find that he must jack up his prices 10 to 25 per cent, in order to live. His newspaper may have been asked to carry more than its share of the burden. At this point I want to interject a thought foreign to the main subject, but which is worth the consideration of country weekly newspapers. Don't let your job printing department cripple the newspaper. In other words, consider the idea of charging a prohibitive price on jobs that "must" be produced at times when your maximum energies should be devoted to the production of the newspaper. By limiting the amount of job work on days when you are producing the newspaper you will be able to get out a better newspaper. I fully realize the dread of newspaper publishers of ex- pert accountants and system experts from whom they have bought more moonshine parading as the real goods than most business men, only to find that the so-called systems cost more to apply and to operate than any possible good they produced. A real effective system based on homespun ideas can be estab- lished and kept in operation for your well-being without an added dollar of expense. All that any complicated accounting system can give you is further detail regarding expenses, receipts or costs. All that small business needs is a fundamental system which will be faithfully carried on month by month and year by year. His figures should show the publisher how much business he did in different departments on one side and what it cost him for rent, for heat, light and power, for labor, for ink, etc., on the other. We will now take up some simple business office forms which can be easily applied to any newspaper business, and if accurately produced will enable any publisher to cope intelli- gently with almost any situation that may arise. Depreciatioa One of the most important items that deceive manufacturers (and we must include newspaper publishers in this class) is their failure properly to charge off enough for "depreciation" and "replacement" every year. All sane manufacturers have learned or are learning that their "cost" must provide for depreciation or the wear and tear and consequent replacement will eat up most of their profits if not put them in the poor house. 17 Most of our newspapers have printed columns of space on this subject, and yet probably not one in a hundred has ever seen fit courageously to charge up a full liberal allowance for this item on their books. Various accountants and business concerns charge up amounts from 5 to 25 per cent, on machinery until its value as a book asset is reduced to what it will bring as junk. If our newspapers would only write off 10 per cent, on all machinery and equipment every year they would shortly experi- ence the peace of mind and comfort of doing business on business principles, plus added profit. In his book the "Awakening of Business" Edward N. Hurley says in Chapter I., entitled "Back to First Principles" : "Intelligent cost accounting lies at the basis of efficient manage- ment Men go into business to make money. Profit is the difference be- tween cost and selling price. Goods cannot be priced properly unless cost is known. The lack of an adequate cost accounting system m a factory is like the lack of a compass on a ship. It makes it impossible to direct business intelligently and scientifically. At the present time it is estimated that 90 per cent, of the manufacturers of the United States are pricing their goods arbitrarily; either upon a basis which will get rid of the goods as soon as they have been manufactured or upon the basis of what their competitors are charging." On page 7 he states : "No item of cost is so important and so frequently ignored a3 depreciation. The practice of not providing for it is one of the causes of many failures in the business world to-day. Charging off ade- quately for depreciation, both for plant and equipment and mer- chandise, is of vital Importance to every man interested directly or indirectly in business. Where this is not done the manufacturer is using cost flgrures which are too low as a basis for his selling price; the merchant carries his goods at a value which can never be real- ized; the banker is furnished financial statements for credit purposes in which inventories are overvalued, and the individual investor is often paid dividends which he thinks come out of profits, but. when the crash comes he finds that they actually came out of capital. "The need of making proper provision for depreciation is more imperative to-day than ever before. Not only is competition keener and the margin between cost and selling price less, but changes in machinery, in the class of goods manufactured, in the styles demanded by the public are growing more frequent and more radical every day. Often before machinery and equipment wear out they are ob- solete and useless. ♦ •••••••• "Conditions to-day demand that depreciation be recognized as an element of cost, and that provision be made each month to include it in the costs of that month. If a machine were of a type that would wear out in a month, could any one say that the entire cost of that machine should not be paid for by that month's production? The fact that a machine may be expected to last ten years instead of a month is no reason why every month of these years should not pay its share of the cost of the machine. * ,»♦••*•♦ "Another fallacy commonly met with is the Idea that depreciation does not exist in plants because they are always kept in the highest state of repair. It is argued that a machine appears and for all prac- tical purposes is as good as new, and that its earning capacity is still unimpaired. Its life, however, is shortening every year, and unless some provision is made for replacement a severe loss is being passed on to the future. E\'ery machine, building, and apparatus, like every man has a certain period of life, and no matter how much care you take of the machine or how much medicine you give the man, death is bound to come to both." 18 Simple System for Keeping Track of Expenses for Comparative Use. We assume that every business enterprise will of neces- sity have a bookkeeper able to handle a simple set of books to keep records of the transactions of the concern. We will skip all this and add on a system which will prevent leaks and produce figures which later on will provide the sort of experi- ence charts that will help spell success. To begin with, we will briefly consider the use of the "voucher" and "voucher record" working to the monthly sum- mary. The voucher (figures 1 and 2) printed on both sides pro- vides the ideal system for making every item of expense re- solve itself as part of the proper classification of departmental cost. A voucher may be made the master of a whole group of items, which must be reflected in detail on its back. For example, the whole weekly payroll of a concern may be covered by a single voucher, with all the items on the pay- roll segregated in their proper place on the back. Before the voucher can be used to extract funds from the bank it must be drawn by a certain official, checked by another, and approved for payment by another in case such a check-up is desired. ^ Each voucher is numbered', and transferred to a voucher record (figure 3), which is a very wide sheet with lines to care for every item on the back of the vouchers. At the end of the month the sum of all of the columns must reflect the total expense for that month, show! ig the cost of every classified item of each department, as summarized in figure 4. For simple use, the total figure of each of these units en- tered on the back of an ordinary voucher will show costs with a simplicity that will surprise a person who has not seen figures in such graphic shape. The second monthly summary sheet (figure 5) provides a still more interesting presentation of these same figures. Here the summary of the voucher record is made easy of use. At the right side is a column for last year's figures, and at the bottom is a line for last year's total of each depart- ment total. 19 DISTRIBUTION DISTRIBUTION VOUCHER No.. New York,. - l^l To yOr. Date Dept Detail Totals Totals Cash Disct. Net Paid Current Cash a/'cs Payable, Audited by Approved for payment Publisher New York, - - -191 Received from THE GLOBE and COMMERCIAL ADVERTISER .Dollar^ $ FIG. 1— FRONT SIDE VOUCHER, EACH VOUCHER TO BE NUMBERED FOR USE IN VOUCHER RECORD, FIG. 3. 80 EDITORIAL 2. Space Reporting and Spec. Art. 3. Correspondence 4. Illustrations 5. Press Assns 6. Postage 7. Carfares 9. Telegraph, Cables and Tickers. 10. Telephone and Messengers...., 11. Stationery and Printing 12. Supplies (Papers, etc.) 13. Expenses «••••< CIRCULATION 6. Postage, Newspaper .... 6. Postage, General 7. Carfares 8. Expressage H. Stationery and Printing. 12. Supplies Expenses ...., 14. Wagons 17. Advtg. Expenses ADVERTISING 4. Illustrations 6. Postage 11. Stationery and Printing. 12. Supplies 13. ^Expenses 13. Expenses, Classified BUSINESS 6. Postage 7. Carfares , 11. Stationery and Printing. J2.. Supplies J3. 'Expenses PROMOTION 6. Postage 7. Carfares 11. Stationery and Printing. 12. Supplies 13. Expenses 17. Advtg. Expenses COMPOSING 12. Supplies 13. Expenses 21. Maintenance and Repairs. PRESS 12. Supplies 13. Expenses 15.1 Paper 16. Ink 21. Maintenance and Repairs. STEREOTYPE 12. Supplies 13. Expenses GENERAL AND FIXED 6. Postage ■ 7. Carfares 10. Telephone and Messengers... 11. Stationery and Printing 12. Supplies 13. Expenses 18. Legal 19. Power and Heat 20. Light 21. Maintenance and Repairs 22. Rent 23. Insurance .. . .t 24. Taxes 25. Interest Total ••1 —I ••~l •»*l « •••«*«•»••« nG. 2— BACK OF VOUCHER. TO SHOW DISTRIBUTION OF TOTAL AMOUNT APPROVED FOR PAYMENT ON FRONT. 21 . ® '^ III iq^i^Rfiiifii If! r^qif iffi ifffiir ffffif ffisif nmi !iiffffiin ifffifmpf „ ii r if s li 8 1 i • J § ^ 1 i 1 ft i ■ '1 ^ 5 ;iri t | 3s 1 U 3 3 1 i 8 i s f 2 a S || 1 _| 5 -41? 1 f s 1 ■ i ■ '5 ? n • ®' J • • •x] ^H o - CO - > - _ i ^ - 1 '^i M Mi'H!n"{!i|{|jtn j|! { ' ' iir 1' ; 1 - •^ _ I M ' • r -< s _ s ^ ■ [ o - ^4 ^ . a - M " > < - ? W - w ■ . S - o ■ [ \ 5 3^ i W i if a : • M *» ,, - i4 S ■ o '. « 'i m 5 CO V s 2 > i Ir :d 1 >< o •4 { .^ * o e 1 J T r* i O 4 H i r * r W :d L J 1 s J 1 f f L * t • ] 1^ - 1 1 1 *" J MOWiii.Y SUMM ARY OF EXP EHSES Month of - 1915 (LUI Tew) drcula- Advor- Ceapo8i> Butlnes* Stereo- General m PER Editorial tier tieing tion Office Preee typing Expense TOTAL ZSSUE ^^VSFfit tfflW ^. SalarieP '. Overt ine or Extra Kelp 3. Illustrations 4'. Carfares 5. Expense Accounts 6. Postage (Newspapers) 7. Postage (General) 8. Ei^raesage 9. Telegraph 10. Telephone 11. Stationery and Printing 12. Supplies 13. Expenses 14. lagons 15. Paver 16. Ink 17. Ugal 18. Power and Heat ^9. Ught ij. Maintenance ^ and Repairt 21. Rant 22. Insurance 23. Taxes 24. Interest 25 f Press Assns. «6> ■n-^ ?d. Totals Journal TOTAL EXPENSES Pro«oticn-— ""ii Ip. AdTsrtising > 2p. arculatlon 3p. General Total 29. fufa. t rixtures 30. Machinery 51. -52- 'Total per Issue Ust Tear "Ti't k I Per Is«ue FIG. 5— MONTHLY SUMMARY OF MONTHLY EXPENSE FOR COMPARATIVE USB. 2Z 22 In the summary (figure 5) we have added another fea- ture not reflected by the voucher record and monthly sum- mary, but which can be easily segregated as follows: The first total down the page includes only absolute items cov- ering cost of production; the second total includes journal items; the third total promotional items, and the fourth total investment items, such as equipment, machinery, or furniture. As years turn around the value of such segregations of figures will be obvious to any one who will take time to have the figures separated and thus preserved. We will later consider the many wonderful and efficient uses which can be made of these basic and fundamental figures. Wide and careful observation covering nearly all the lead- ing cities of the country convinces me that it is the absence of basic, standardized figures of the kind above suggested that makes it impossible for many newspapers to succeed or to find out what is wrong in their operations. Standardization regarding costs of departments would en- able different newspapers to exchange figures like those below, covering percentages of total expenses which would be most interesting and valuable. If for example any twenty newspapers of approximately the same potential (circulation) would contribute percentage figures on a standardized blank shouTi in figure 5 A, and the compilation was made available for those co-operating, they would be able to get at a glance absolute information as to whether they were high or low compared with others. For the purpose of making such figures more dependable some general understanding, like the following, should be reached and accepted as the standard between the papers ex- changing such information: 1. All figures should include a charge for deprecia- tion and re-equipment; say 10 per cent, on machinery and 5 per cent, on furniture. 2. Rent should be included as a charge whether paid or not to equalize comparisons. 3. Print paper should be eliminated from the calcu- lation for the reason that the item is so large a factor and so much a matter of individual caprice as to obliter- ate finer comparisons elsewhere. Some years ago I asked a number of newspapers to ex- change percentage figures with me and got a response from 15 out of 25 asked to participate. The result was quite satisfac- tory, yet representing a rather mix d group without any stan- 24 if dardization of practice some of the figures were very mislead- ing. r Some of the newspapers were in the very large cities and some in smaller towns. In some places, for example, papers were transported by trolley companies without expense, while others were delivered by automobile and carrier. COST PERCENTAGES OF DIFFERENT DEPARTMENTS (Excluding print paper). EDtT'L CIR. COMPOSI- PRESS STEREO- ADV. EUS. GEN. DEPT. DEPT. TION ROOM TYPING DEPT. DEPT. EXP. Paper No. 1.21 31 12 9 3 12 2 10 2.23.07 25.91 15.34 6.5 3.23 9.76 4.01 12.18 3 35.1 15.75 19.13 4.46 1.49 7 3.85 13.22 4. 19.9 13.4 26.3 5.6 4 11.1 4.3 15.4 5.35.9 14.24 19.7 3.8 3.42 9.34 6.3 7.3 6. 28.56 15.06 19.37 9.02 3.18 5.24 10.93 8.64 7. 24.3 19.4 23.5 10.9 4.1 8.3 5.4 4 8.24.2 25.6 17.1 5.7 3.4 9.6 5.3 9.2 9 30.4 24.9 18.3 5.8 2.4 9 4 5.2 10. 26.2 31.2 22.8 4 2.1 2.2 6.4 5.1 11.26.7 17.7 22.7 6.5 2.6 7 1.8 14.6 12.20.6 14.2 12.3 3.7 3.9 5.9 1.6 10.9 13.23.9 23.9 19.5 6.5 2.6 12.6 6.8 4.2 EDITORIAL, including telegraph, press associations, correspondence, art department, supplies and expenses. CIRCULATION, including delivery, newspaper postage, expenses, pro- motion, and all expenses. COMPOSITION, including labor, material and supplies. PRESS ROOM, including ink, supplies, except print paper. STEREOTYPING, including labor and supplies. ADVERTISING DEPT., including expenses, foreign representation, trade paper advertising, promotion and expense. BUSINESS DEPT., cashier, bookkeeping, stationery, postage etc. GENERAL EXPENSE, including light, beat, power, insurance, supplies, etc., but EXCLUDING rent and interest on bonds or indebtedness of any kind. Before getting access to these figures, however, I had al- ways had the feeling that our circulation expenses were out of proportion to those in other offices. The returns from other newspapers disproved this theory, but enabled us after queries materially to reduce expenses in other departments. In the case of newspaper No. 3, the chief executive salaries are charged on Editorial payroll. Nob. 3, 4, 5, 6 and 12 represent newspapers which at the time the figures were com- piled used local street cars for delivery, either at no expense or at nominal cost. 25 ^ Mane of Paper City COST PERCENTAGES On the theory of gross expense for the last full ye6r for which you now have figures. These figures represent the percentage of total for each department. EDITORIAL , including telegraph, press associations, art department, supplies said expenses .»»•»% CITICULATION , including newspaper postage, expenses, pronotion, and all expenees * • % COMPOSITION , including labor, material and supplies .^ PRESS ROOM , including ink , suppliee , etc % STEREOryPING , including labor and supplies % APVBITISINQ DEPARTMENT , including expenses, foreign representation, trade paper advertising, promotion and expense /^ BUSINESS DEPARTlfflNT , cashier, bookkeeping, stationery, postage, etc.-. % GENERAL EXPENSE , including light, heat, power, insurance, supplies, etc., but EXCLUDING rent and interest on bonds or indebtedness of any kind % X>ated_ (Signed), Print paper sho-uld not "be included FIGURE 5 A. 26 Loose-Leaf Booklet Record of Expenses. Some twelve years ago I, by accident rather than fore- sight, commenced to transfer the total figures shown on the monthly summary from the voucher record to a small loose- leaf book convenient to carry in the pocket for use at home. At the beginning my use of the figures was looked upon as a joke by my then office associates. For the first year the figures meant nothing. At the end of two years they meant little, but at the end of five years my "little black book," as it was called, was a veritable office encyclopaedia regarding estimates for the future based on past experience. As time went on, of course, I kept adding refinements to the presentation and use of the figures, until to-day, by ref- erence to this little book, I can answer any reasonable ques- tion regarding any detail of the business for a period of twelve years. I cannot too strongly urge upon all readers who are seri- ously engaged in the newspaper business to start such a book at once and to dip into past records whenever possible in order to provide experience tables for immediate present day guid- ance. As a matter of fact, the book that is now my constant companion almost wherever I may be is a supplement or sum- mary of the original little black book, which merely covered expenses in detail, and which to-day forms an entirely inde- pendent book for detailed analysis of expense whenever es- sential. We will first consider the original book and show it in its various developments, and then step forward to the sum- mary book, which has been adopted by many important news- paper publishers, to whom I have shown it, as a standard. As a starting point a separate page is opened for every item of expense shown in the distribution on the back of the vouchers, each department being headed by a supplementary page giving the total expense of the department. Starting with "Editorial Totals" (figure 6), our sheet ranges from January to December each year, showing total each month. The second page shows (figure 7) "Editorial, Space Reporting, and Special Articles," the second item of distribution on the voucher, in the same way, and so on through all the other items of distribution. With this simple system installed we have a handy little book, convenient for carrying in the pocket, which will enable us to know exactly what any item is costing us in compara- tive form. The figures thus produced form a large part in the sub* sequent calculations I am going to describe. 27 f- ± - — T^T — ^ 3) \ / o -z u T) F >^ C ^ ^ fP ^ > L -/ b^ >5 > c < — ^ > a- 2 5- 3s y 1 m r p :; m ■< p 5) 2 < -y "0" ^ 2 3l_ •< 7i D 33 z "^ ~ m ~ LP (p tj — IV i;) H ■ ^ > — _ 1> p ( D ~) 1 5 £1 H - \ / ^. ' - 1 35^ p (9 /) «i cf- N^ ~~ t _ __ __ __ 1/ flGUREG. EDITORIAL TOTALS. A SIMILAR SHEET TO COVER TOTALS OF EVERY MAIN CLASSIFICATION OF EXPENSE SUCH AS "CIRCULATION," "ADVERTISING," "BUSINESS," ETC., ETC. THIS PAGE IS ACTUAL SIZE OF PAGE USED. ^ —n "T" -^ — - ■ 1 ■^^ ■"^^ '^^ ""■ >■«• ■^ ■■"* 1 ^^■^ n\ A A A -n ^ -c J- o 2: 2 F Sr' 2 > ^ 77 ^ >' ■1 A— on > c 2 53- ^ -n i -/ < ? :^ 5^ 5 3r 7> 5> 2 77 < -r "O Ck '< ■< 70 73 7> z n 1 p_ V a.,- ^ ^ jy g- m _, n ;^ < P :: 3 £) 21 2 o S-- t sa "~ ^ "" 's» ^J ^^^ H v _J _ _ _ ^^^^ ■M^ / II -v A SHEET LIKE THIS TO COVER EVERY ITEM OF DISTRIBUTION ON BACK OF VOUCHER FORM, FIGS. 1 AND 2. AFTER DEPARTMENT TOTALS AS SHOWN IN FIGURE 6, 28 Second "Little Black Book" That Will Answer Any Reasonable Question. Now to step forward to the rtdl book of vital information which answers all questions almost automatically or provides data for the solving of any problem of to-day or for reaching an estimate for the future. Take a book of the same size as the one above described. Our opening compilation (figure 8) will show actual daily sales day by day for a period of yearrs. Twelve pages will suffice to cover four or five years. There is no necessity for summaries here, as that matter is cared for later on. Our second series of pages (figure 9) will show net adver- tising earnings day by day with weekly and monthly totals. Again only twelve pages are required. Our third series of pages (figure 10) covers all the essen- tial facts regarding circulation operations. Our gross print for the month, our average net sale, our circulation depart- ment expense, our circulation income, and our white paper bill. Unlike the previous series in the book the totals of the main items should be summarized quarterly (figure 11), semi- annually (figure 12), and annually (figure 13). Our fourth series of pages (figure 14) covers all high spot information regarding advertising department operations and results. Here we find total volume of advertising in lines or inches, as you may desire, total volume, total local, total foreign, total net income, and total expense. Again quarterly (figure 15), semi-annual (figure 16), and yearly summaries are necessary. At a glance you can ascertain whether increased business is costing too much, how earnings compare with previous years, and such vital and important data. Our fifth series of pages (figures 17 and 18) reflects a summary of the totals of departmental expenses brought for- ward from the other book. Thirty-eight pages will give all the figures in detail, by quarters, half years, and years, as shown in figure 19. It is unnecessary to provide for circulation and advertising department totals which are covered in previous pages. 29 ♦> J^ ■7- "" ^^^" ^^M ^^^H ^MW — T" -"^ [A ,/S A w ^ J r» II, ^ ^ ^ J 2 /•^ N - 5 ^P vl ^ \J\ h. Ui i: j>^ n ^ ^\ f\ ^ n c D 4 'i :; y 1 /* : 17 • n ^ ^ ■J 5 Q r r 1^ 1_ D 2_ A_ a7 b 3 2 u J 3 3 -^ 3 3 li. J « ^ ST V L/ f -\ G< D Rl Em 3 SHOWING NET PAID CIRCULATION DAY BY DAY FOR AN EVENING NEWSPAPER. WHERE A SUNDATJ NEWSPAPER IS ISSUED THE FIGURES WILL TAKE THE PLACE OF THE WORD SUNDAY, OR A SEPARATE SHEET CAN BE USED FOR SUNDA Y ONLY. -p , . _ ^^^™ ^^"^ 1 ■^ \ A A A jA» >' 00 1^ E? £ ^ f? B M ^ >' ^ aJ M — 5 P 00 M 3N (/> 1^ l^ i- j; ^ c n n =C D n — n ^ ^ b 5 T L> 1 r? > 8 ^^ ^ &_ 0" 3"' 5 ^ 0' !-»■' T -> 5 2_ TT n ? u I-' 3 1/ 3 3 3 7 p . 5 B c 3 (3 3 3 3 fcr— :> 3 3 3 ^ -H b 5 D or < ^ 2_ & 3 5 2' ^ < 7 7 7~ < E i. 3 n :> ? ■ ^ I ^ -> > ■7 1 C/n ^* L> :^n Z ^" 1 1 1 ? ?n £l 2 ^" / 5 si 7 L _. '^ 1 1 1 1 ^ FIQURE 2> • SHOWING NET ADVERTISING EARNINGS DAY BY DAY. 30 f- /^ — D & C Q Ai^ Bit R — — =fs o ^^^ ?A L J S y Gorlcc PI'InIt riF tA fiE V l^E/^st INCbrflE . Vkk'^\L \C\ • "^ K'>rv 8^^ 1 ffi*^ jQ ^0 ?o^i laH _2. S5^55 JT S£5^LLIi^ . i ) 1^2. 1^ •s' )0 -^ 1 -^"s <)l -3 i<:)i^720-7 ^ a5 oY.qo 2^^ia S2 i . 1 Ci 1 -7 laJ^ £l^ -1^ X-4 T 10 > i^^LkJ uS H 9-- ^- £— — 1 V 1 1 H^^ ___ __ ___ ^_ LI/ FIGUCIE - 10 A SHEET LIKE THIS SHOULD BE MADE OUT FOR EACH MONTH, JANUARY TO DECEMBER. n — /^ — — £>» LETH At Q U^k" PE R A: =K V /- \ -/ S > — A Wi :r.a/Jp ^aJf E XI ^ N^iP I n^oiUp \'>^ prR _ELL rt 1 ■ I ai51 ) 7J^: ^c> ^ ^'rl ';^6, 7c RO JJ s.^f \ Li Q< lijr.Q ^ &. 1 S%. 1 s [0 7Ci| g <^ L9 /• O-^l- 9 ^ ^ 7. 1 1 9 ?,^7C •8 8 n —i. 1 p^ ^ 7_ "-sr r " 7^ n L 1 9J 4 — »*-' u^ ^- i^ J L ^"^"" ~" ^^^" • ■^■~ ^■^*" V ^^^" ~ HHMH ^_ _J/ FIGU RE I I FOUR QUARTERLY SUMMARIES, "FIRST," "SECOND," "THIRD" AND "FOURTH" SHOULD SHOW SUMMARIES COVERING THOSE PERIODS. 81 ■"" ~T" "~~ i^i^ "^ N^iM f^ I ■■| ^^K A s e c o hi D A s i>: h4t>ri4-R^S^ A 1 -/ L >' ^ -/ ^ £1 !A( iF SA LE _I x:^p N^ >F I '^( Lc/v \e P ^F ff ?^ IL L. 19 15 17 9- .'>^ fT J J ^.: ^0 .") =SC 16 4 447 .64 _J. ^\2.9^^i Q. B. l2 21 2^ ai JD 1? ^1 A 4^ M 19 7} ?^^9 9P, \±^\A 7^:^.44 17 12. La L h^ H r«-- s^^ / ■ 1 t 1 1 __ __ J/ 1^ FIGURE la TWO OF THESE FORMS SHOULD BE INCLUDED T O COVER "FIRST SIX MONTHS" AND "SECOND SIX MONTHS" SUxM3IARIES. /^ I 1 ^^^Hl ^^""" 1 ^^^" V r s F •l. It L A r\ -^ ^F ^ A ^ \ J v^ J ^ J Ay ■RJ iCf Si ^1,1 ; E Iff '5f 45 r r !<:< ?M F P^ PF Rl ?f/ ^ M M^ 1 Rl ^( 1^ ;l3 4 2<^ >Z 8S 2 ic 7 3 o 7 2 8g 7 C 4 7 V 11^ ) 2 o| 1{ }? IS ? Z^ 4 ^c 7 ^7 4 17 2.: > 4 \ ? _ ~ l> 4" 5' 1— ^ zr \J 1 1 f FICUR9 13 YEARLY SUMMARY. 32 r "■^ ... , "~" PMM. '■ - - ^ ■ — M^H 1 ^"^^ ■">v A A A Pipll A "L >^ V: J <^ ^ rjo J^ J4IS LQC^ FO^FI jO aiA£^5_ f xibrks r 1 Sl h') ^ »Q 1 Pl i^ ■^ ^:).()o ^ 3 L;roo(h 3 S1 L 3_ 17 L 9 If? T] 4 'j^ 5 \I 1 1 L_ _ _Jy FIGURE 14 A FORM LIKE THIS SHOULD BE MADE OUT FOR EACH MONTH, JANUARY TO DECEMBER. /^ 1 — ■ 1 ■■ ■^BHB 1 1 """" ■MMM M-^M ..._ ^^ ■"^ ' A F T?*iA Q u, \r^^&b A "1 \^ J ^ ^ v J h o L) Nf 5 1. O'lAl T ot<= C-,M r-i- Ai:Gff5; A)fJFN \? 1 u o rtfJ.OOO Of o ■> QJlCO- ornn ■>r ,r> o Of^fiO o 1 Ll ^ ^ no (50"^ Q ja.DCQ_ qim:£l Cx^ooo.t)^ C n(^rir> ^ 1' =)l 7 " < 1 )\\ B, 9 4 /> z Lt \i • L_ L/ ^ FIGURE 15 QUARTERLY SUMMARIES OF ADVERTISING OPERATIONS SHOULD BE INCLUDED. 33 c — ^i: — El r;;t <: L :7i ^ A^iriA T. Hi> — — * ^\ ■■IB^V ■c / \ J ^ ^ _K \Q_ l^ F > _1 ^*A f^iipi 4M _£iiiiid ^^ F ^p ^n;f __ V3'-' |< M^ % n Q< ^r o< » L^ Of >o ^ pc XJ- D_ _c h^ p < >o ^fl 7 ci . cpo 1 <2> lOj r> r Ol") _o QC LC C >c c» p _£ _Q 0(^r> bcj ^ ;><:)'(to 3-U .^ic V < , n — >-• -1- ^-tr f\ ^^■^ ~" 'iL. "" - ' "™ VT ■m— — ~" ~ Lv F IC OQE -IS z: /A — p >(PitArsi<;c s — — ± ' ■1 y S ^^ \ y _I5r; £:=;S ^ jrfp Jo-K'fli;: (iFiljrbAL liUJL- :K\£2 .00 00c »OC > ooc AK ^ Qi)C jJJO 0, DO' >o ^l£. OC ASAl' ^- jc» iM z -^ i> ■w "^ "~ ~ 1 v 1 1 __ HMHi M«H 1 J/ mx MONTHS SUMMARY OF ADVERTISING OPERATIONS. TWO FORMS OF THIS KIND SHOULD BE PRINTED ONE FOR 'TIRST SIX MONTHS" AND ONE FOR "SECOND SIX MONTHS," WITH ANOTHER PAGE FOR "YEARLY" SUMMARY. COVERING THE SUMMARY OF EXPENSE OF OTHER DEPARTMENTS THAN THOSE SHOWN IN NO. 17. TWELVE SHEETS, ONE FOR EACH MONTH, JANUARY TO DECEMBER, SHOULD BE PROVIDED. z: /\ — — E X 3E ^ ^e )E S h— :^ =|\ -c J- L J V -/ F M QK lA rH sit 4F ss C Q\\ \IQ sr ■ic !^ Lli Hf 0( io •^ ■ CK J oc )Q D. DC pi ki D^ Qi ^ 15 ^ \ s:^ >o '^ . OS 1_ QC ^ a. CK sn K! CL :k )_ * l< SV 7 > jj 111 ^ > ^ "~ vl r 1 n 1 iv^ -J/ FIGUR-E 17 A SHEET LIKE THIS SHOULD BE MADE OUT FOR EACH MONTH, JANUARY TO DECEMBER. 34 z: 1 1 ^^^^ ■""" 1 " "^ —^ A E X P F A N s F S A ^ ^^ S ->' \. J- ;P TCRlij. Riis: NISS ifMtokn JG li- I5H' 0000. Q£ f . 0(30 Ox DC ► = :>C>oh.c> fh ■n {< i»< » «> JO i< »i« •^ 1 > b \i> \] ) FIGURE 19 SHOWING FORM OF QUARTERLY, SEMI-ANNUAL AND YEARLY SUMMARY OF DEPARTMENTAL EXPENSE TO FOLLOW FIGS. 17 AND 18. 35 Proportion of Reading and Advertising Matter. Until very lately our newspapers have been conducted probably more loosely regarding extravagance in the waste of print paper than most of us have realized until brought sharply up against the conditions of the high cost of print paper in 1916 and 1917. Investigations all the way across the country a few years ago showed that many publishers were operating on the basis of "fifty-fifty," by which was meant fifty per cent, reading matter and fifty per cent, advertising. Others "forty-sixty," some "thirty-five-sixty-five." After carefully checking up best newspaper experience in the case of successful properties, I figured out that the sane solution of the problem was to hit upon a fixed standard of reading matter and then let the advertising make the paper as large as it would. I found some newspapers in medium sized cities getting away with as little as from thirty-eight to forty columns of reading matter, with most successful papers in larger towns, constantly growing in circulation, giving from fifty five to sixty-five columns of reading matter. By reading matter I mean everything except advertising. With this experience in mind and the adoption of the sixty- column standard we saved nearly $50,000 in paper cost on The New York Globe during 1915. With the paper famine and higher costs of 1917 we have made a still further reduction in reading matter with a variation from forty-five to fifty-five columns. The results of this economy are clearly shown by the fig- ures on the following page : The figures, taken at random, show how much more adver- tising we have been able to get into less pages. For example, in the first week illustrated above, we printed 62 more col- umns of advertising in seven less pages printed for the week, as compared with the previous year. Reading matter was cut down 118 columns, which meant about 20 columns or more than two pages of reading eliminated in every issue. The average circulation during this week was 174,000 in 1916, while it was over 200,000 in 1917. By this economy we had very materially reduced paper con- sumption and still satisfied the reader. / In connection with this detail of proved economy and efficiency, I present in figure 20 a table showing the applica- tion of what I have termed the sixty-column standard to seven and eight column newspapers. In order to apply the same principle where you desire to limit reading matter to, say, forty-five columns, make up a Week Ended Week Ended Week Ended No. Cols. Adv. . . . No. Cols. Reading . No. Pages Feb. 11, 1915 274 429 88 Feb. 10, 1916 296 479 97 Feb. 8, 1917 358 361 90 Week Ended Feb. 4, 1915 Week Ended Feb. 3, 1916 Week Ended Feb. 1, 1917 No. Cols. Adv No. Cols. Reading . No. Pages 238 465 88 289 447 92 297 343 80 Week Ended Jan. 21, 1915 Week Ended Jan. 20, 1916 Week Ended Jan. 18, 1917 No. Cols. Adv No. Cols. Reading . No. Pages 282 518 100 342 474 102 344 328 84 Week Ended Nov. 19, 1914 Week Ended Nov. 18, 1915 Week Ended Nov. 16, 1916 No. Cols. Adv No. Cols. Reading . No. Pages 299 516 102 393 407 100 395 341 92 Week Ended Oct. 29, 1914 Week Ended Oct. 28, 1915 Week Ended Oct. 26, 1916 No. Cols. Adv No. Cols. Reading . No. Pages 327 457 98 385 421 102 387 333 90 sheet like the sample, putting the figure forty-five down the col- umn where fifty-six or sixty is shown, and make up the other columns by adding the remaining number of columns left in the different size newspapers. Broad experience seems to indicate that intelligent con- densation does not injure circulation, while there are many well authenticated proofs of unsuccess in circulation effort where tremendous bulk of reading matter was offered the public. 36 f* 37 COLUMNS or READING AS RBOUUTING SIZE OF THE PAPER — 7-Column MewsDaper Paeas Columns T9tal 10 70 12 84 14 98 16 112 18 126 20 140 22 .154 24 168 8-Coluinn Newsoaoer P^«e«. Columns Total 10 80 12 96 14 112 16 128 18 144 20 160 22 176 24 192 Nor m a 1 Go to R«i ♦ pense of all regular items and monthly bills by reaching averages. The print paper bill should be charged day by day as the paper is actually consumed. In The Globe office we have reduced this process to such a fine point that we usually find ourselves charged with only a very few dollars more expense in the estimates than we have ac- tually spent. Of course this goes into profits. The sheets for keeping track of this from month to month, quarter by quarter, etc., are shown in figure 22. By all means carry this set forward. Cost vs. Rate. Having gone through the process of building up figures that will enable us to know exactly what we are doing, the next question we should settle is "How to use them" as a life preserver in critical and radical periods such as the present print paper catastrophe. Referring back to "Simple Method of Costing," page 12, I would recommend the preparation of a sheet like figure 23. Every month a single figure represents the cost of a line of advertising at the top of the page, while the figure at the bottom represents the advertising earnings per line. Until you have had the use of such a table you cannot ap- preciate what a really w^onderful confidence it can give you in going out into the world to do business. If you are brought face to face with a big item of added expense, don't fly off the handle and say it can't be done. Sit down at your desk and figure it out. First see what economies and added efficiencies will do, and then see how much you must pass to the advertiser. Even a quite heavy item can be spread equitably over many shoulders if you only know how to do it. Avoid glittering generalities and be prepared to talk in- telligently increased "costs" when you want to borrow money from the bank or to increase your advertising rates. Business men nowadays realize that in order to live they must let live. If they want your newspaper as part of tlieir business promotional equipment they will meet slightly increased rates in an emergency. With the data you have in hand you can prove your case, but what is better still you yourself know what average rate you "must" get in order to live. 44 __^ i.^~W ^^*^ ^__ . _— — . — T — , — • — 1 *— 1 -~ "■■ ■*v /^ — — — itest — 1 ^ 71? lo^si — 7 > o ""■ "" ■S5 >' V, y , ^ADlll^ cA _j xbpl F F>Rt>Pir _L a£s ^MM- 1 , J _ ^^^ ir l c Q :ii:LQ r> C'oocbrob- I<1 \C ^-^"^ •sc r> 1 Cli^ o :k>^cl CO QI^jLQ. _ u. f \'d > 10 ■J-4 1 Z 4y LLC __ > ^^"' • {J , S ""^^ _ ~" ~~ __ _ ,— N ~~ IMN^ , ^— ^Ml ._ "~ 1 ^"^^ ""■ t_ 1 1 1 1 1 1 • 1 L 1 1 1 1 1 1 1 1 _. 1 — LJ/ FIGURE 22-TWELVE PAGES TO COVER THE TWELVE MONTHS; FOUR TO COVER QUARTERLY SUM- M4RIES, TWO FOR THE FIRST AND SECOND SIX MONTHS. AND ONE FOR THE YEARLY SUMMARY SHOULD BE PROVIDED. 4 /^ ± — > -k — 1" 1 tT 7 \ — 1 \> 07\ c ^> ^ —— S <>' 5 > 30 1 J m F^^ 1 ir- ^12 ^P ^ p- 1 m o ^ 3 ^ Q 2. m ■< TO ;o C3 2 > rs < ■y ■y p r- b; p> p^llSfel 1 m ^ M N ±i h Ik. LM )- ^ tM to 's- P*^ f^ ^ 1 ^^<^ ^ ^ T* /^ ^ « •A- ^- ~^ A n Tl A— > Zr- 5_ L l/^ • ■ 9 1"" ~" Si V __ __ ^^^ ^^^ _J/ FIGURE 23— SHOWING "COST" PER LINE AND « RATE" EARNED PER LINE, MONTH BY MONTH. 46 Warning Regarding Too Radical Increase in Advertising Rates. As shown elsewhere in this statement by demonstra- tion it is much more satisfactory and effective to raise advertis- ing rates by gradual small advances than to attempt arbi- trarily to demand a big jump all at once. No matter how sudden the advance in print paper prices don't try to get it all back from the advertiser. The reader should be made to carry his share of the added expense by increasing the retail price of your paper to two cents per copy, by the reduction of the amount of reading matter furnished for one cent, or by economies of production. By the same process you can justifiably ask your adver- tisers to carry their share of the load, whatever it may be, without having made it seem an impossibility to them. Several of my newspaper friends have very foohshly raised rates 25 or 50 per cent., only to lose much business that would have continued on an advance of say 10 per cent, to-day, and 10 per cent, in two or three months. Our advertisers cannot assimilate too heavy a lump any more that we can. We must give them reasonable notice and time to work out their problems. In the case of newspapers selling space on yearly contracts the increase in advertising rates is often a long drawn out process. All advertisers are generally given notice that they may continue on the present basis by making a contract for a full year before a certain date. This means virtually a year of old rates under most circum- stances, with only new advertisers or transients at the new rate. War conditions justify war measures. Quite a number of small city publishers have explained to me that they could not live through the year unless they could produce immediate addi- tional revenue from their advertisers. I have recommended to them the successful experience of a small southern publisher, who merely made an announcement like this : NOTICE TO ADVERTISERS. Until further notice, on account of war conditions and higher cost of print paper and supplies, the will make no advertising contracts for a full year, as in the past. Advertising rates will be made known from month to month, and only hold for the month announced. As soon as any existing contract expires the advertiser will be quoted the monthly rate that he will be entitled to on the basis of discount the volume of his business entitles him. 46 This virtually produces added revenue over night. It pro- vides for raising or reducing rates as circumstances demand. You do not have to ask your advertisers to tie themselves up at a high emergency rate for a full year. As contracts are expiring from week to week throughout the year it would not take long to commence to feel the benefits from such a process for meeting an emergency. Of course, in the case of newspapers operating under a flat rate, without contracts, it is an easy matter gradually to trans- fer part of the burden of increased costs to them. Economies in Use of Leads and Slugs. A very important item of economy was suggested to me by Robin Damon, publisher of the Salem (Mass.) News. This is measurably reflected in figures 24, 24A, 24B, and 24C, showing "before and after" treatment of two pages of The Globe. By the omission of useless leads and slugs, by the use of single two-point cut-off rules throughout and by the elimina- tion of all cut-off rules between ads with a border we have been able to get almost as much "real" reading matter into a fourteen page paper as we used to get into a sixteen page paper. When we are after every fraction of a cent of waste hun- dreds of little items like this make a mighty big total on the monthly or annual report. We have not taken full advantage of Mr. Damon's sugges- tions, but are daily trying to apply the principles he brought to our notice. A study of his newspaper and the wonderful economies and efficiencies it represents to the smaller newspaper pub- lisher is strongly recommended to those so inclined. 47 ♦ >i DAMAGED PAGE(S) r^Eiiition SPECIAL £XTRA (|$l0lX;:^ Wgiit edition SPECIAL EXTRA .12SD TEAR. NEW 'tORK, TUESDAY. OCTOBKR 12. 1915. FakToJ^Mi ONE CEWt I LONG AWAITED BULGARIAN ASSAULT ON SERBS BEGUN BinTER MEN ADMIT ?™ JfnSiT'BOSTON BELIEVES |™Sf^!lNVADERS REPULSED, ™^™ "-' ™""'* REPORT IN LONDON EVILS OF INDUSTRY Facts in McCann Exposure as Con- ^^^ i„j«tion. fessed in Official Meeting Now; Comktiofl •( tgad Gt wi e F. Stacfcpole Rcportad S«lit- atat- li secONO APfLIUTION Confronted by Resolutions Adopted punheo fob to-night by Butter Makers Themselves. Bp AlACD w H.CAWI. IIm botter makrre and their offiml educaton are ! to blame for the mess in which they now find tfce a i a e h 'es The t'niversity of Minnesota has tried to Mp tiwm, htit in vain. The Vnivenity of Wisconsin has deliberately spilled them into the ditch occupied by Ihow •rbo won't be good until they have to. Ultra-rnlet Nats Not t* ■• Uxd Tet-Stile Official It- sues Warmng Concerning Dread Dissasa. SERIES IS OVER Rustians Hive tkeady Cip- lured More Than 2.000 Men . and Sixty Oltlaen on the Beating of Alexander Gives Great | stHpa hw. says Pcirograd. Joy to Fans--Pat- Moran. How-|^^^^^ ^^^^ ever, Says Phillies Will Win With pushed vigorously Other Pitchers. Br FK£0 VAN NESS. BOSTON, Oct. li— They are celebrating what you mi(ht can a double holiday in Boston to-day. Officially Ithiiiis the day set aside in honor of Chris Columbus, the T"^ ' '^/TvHr '"* ^TlilT^i'''*'""'"^ "' *" '*"• ''"■''o'y adjacent to Boston. And H«K>i»i >«r also it is Che day on which any Boston fan will tell you T"..!!!!^ ! that the current world's series between the Red Sox and .^ In ftn •(■ the Phillies is all over except to pUy out the Kbeduie. v>«« *••« »-•* n^* <*■•«•"«• "f Mv r»rt Iha* t>i>» n i» l «i H •• WivvM -<«•>>■•«> It»Mr kallsr j a TRvf »>••■ >u>lr [certain, says a special despatch from Rome. The Rou- manian government, however, will choc^ it£ own tun* '.4*«.>v-r«M4<<«.«»»««^rM.r|for taking the fi*ld against the Au&tro-Gemiaas. m> iM ••> lU!.! r.m Twn—i U.MiON. IVI 11 , til A «.-» u>uc> !• Mill ■»•>» •»■' U „ M n nmrai xAinn l<..ii.i« re i»n« l4wW-nan* Wcvn ui IT* * vtrtarr far iiM H wn i ta JllljTf 1 1% 1 Ij ll\/llj .ouk oa :iOTbu at Oaiibaciu* »•«• sssioS,^:?^:'";,:::^;" .. Ka ...,.„.,..»»,.. ».-ia, g<*»fw> N(«M*U* •r.Ti.-rf a for- IM^^ftlaC orjh* Truio 1^4 n»(-ih o( IT»* n,,t INEW FRYE NOTE 'rLv^ SENT TO BERLIN H'~- "-'—'■"- ■ I MOT W IM naOMi feMW Umm tiM la »rlNS i«Md g*«lit»T«niD«.» and Ruined. irri^r'iJ'KS'trE.'** 5StJSti,-i,-.i. in StrVett of MOr- i »>•* ■ nwnr* i* •*» •«• ■•«« mm^^ UIMiMI 1«t> ^irt«« lu»r h 4 jj , .». ; *r»i»*« af IM DamHer riieat from Nis*i d» - *^^ (••Pt Mnf of ft0»iil.i>e* a^KlIlM b> l<«i«.>rsa IbM liv«'it 4^ •r Ibr OHM OC WM Ti.ik.> ] < Pfpiciiotf b( Ana- nhad fb^rlnf frsfk l»«tC*sAe t« - ■ luKMar.. HV^ V» m*^ tit VUfc, AMoebrr linn nwi* otr^it Irem ■»••• la haionxa ai.i] ■• im oMr o >Tr>un w ««-i oi*t *• i-h ilw 4111*4 tr*«(4 n«tt rarrtiAT «b>v' k*tH« U'Mhd at th« OrMk poft .uir-« »>■>#•«•»« »hI rr**' «««•« b* ii..'»: <>r««4 nwftb (» tfe*! k MMr VIM* tlwa aiMi^ «• •' '■*' """.ar.. \ CKola>Sr>afi nrtjr « f'M'UM' WM Ml ihr !i*(iiun fraai)M>k»4 Keffi'Tin i-rti iK* t>aaH»« k«ia>t>f>ali »■ t*t.lif>.IK« mH U m nartw^t al Niak »iiKk Kai bM* ■ma ■fir* • AT baU It la •■ 4 «••• af« Ml ra>MJ-t ROWe. *M Pan*. Oct U— B«Mm« vithut Iha la »tii>m> ifi iIm ltan«a «r " 1 1 w Ti. c.,,.. *»« >aa » '•»— s:rij*"JiL2:i:ri''"!?^ ap«n «Ma tiareia'sra •!*■ iil»'»*ra ' ■* f W w i^.«a»a«*»Be^ MkliP aa * apfdal OmnnMt and %** L'i> piaaalr tf^af^ f«» tlM . _ . tartmc lft» if^wta >^ !•*■■ af •wb- tKla a< «ihrr p.•»• •■» •«( iiw ani*!^ of laa trv«ti iflmlv pr*%%'4»% t»r iM* dalit«rf «k»A4 •« of 'IM c*>T« ~ ~ a*H) ttirn Maia* l^a« . _ " ••• 4aa>1i l>n». t»ia »™i*Hc»n g-M*t«nM>ii «r| (ba lafantftrr tMt ir »»i laitdM >kai ~ CtfnaaUT Blr«i4* twa cWmi ih* ••- .-« ihBi Amvrt««« tf«a*la carry- ■ ■<« ca(idri>o<«»l *■ ha BMrM«« uMl^r t>«l an*r41>i< t« i b( r.Miiuiiv. la r>4aiuiiMi tar Bni' lak «*cls>a>na Mf cwiiraMaMd. pr*«. t^-«ii> p«-mMn« that hiihan* *ai Fighting G)ntinues on LaFolic Heights •pAIUHaClrt U(I»P Mt-XttW. Inc ca*iiM»ttf Uat nVht nontM««i ih» iMivMia o( La raaa. a>«affia « * — abd aa ika Hatflkn at 1^ VoNa TIh aaaabar W prtaaaaa* ia a«i ^- - - iba iMal af Uft ~ Urn •r Iba rroM ta MaM bawibar^ealKi. m .«M«» 4>Blr«rt. Mi far (PMjl Bl^ laaafl aahad twt Ct ri aw y ba tba tnt <• anaak SarbM. wMia Iteraii aa* 4w Oalu d iwl M IM«* BMCarw auit •tml ^tranan rariwmta baia BM«. aiad l«ft Ihvir auarttra a t«a tli>ia>ait aaiivnal anibci& Serbian Troops Take Offensive PAIUI. Ori. II Ot> A- U)-4 Safktan affictal iiaiaaiaat iMnnl la* tei at Kiib. csxnas iBiraiiawa «v tnc ttw MB m ita Daaute Irval. •M"' lal«cra«fcr4 b* Um Hxaa can* M>« brivr^i Matouiuu aiKl ca»«unfis !!■«* — — — and louf sarkla* run« < Vnirhar aM I katar* Oraa* Vra^ «bar and arivaa mi ml T*-ifi— ■ ^ a aawMMr-aiMrk ari«« kavtM id ft t-MMaraMa m'I •»«. lS«^ Tka «»«■> aaniitMi«4*wi M «Nr« to uha «« I FIGURE 24— THE FRONT PAGE AS IT WAS PRINTED WHEN PRINT PAPER WAS NOT AN ITEM. 48 ^Ight Edraon SPECIAL EXTRA (WITH aCHOOL NEWS) ®h^ ANDQjxnn OL0CSS (NUur MCWSMMtn (!lldrfci0 Edlthm Night SPECIAL EXTRA (WITU SCHOOL NEWS) 124TH YEAR. :sr.V.'i t.^. icio.«,m.-.> Mu.. 4T: ifc, 4a NEW YORK. TUESDAY JANLARY 30. 1'J17. FAi ONE CENT. BARUCH SOLD SHORT ON HIS OWN JUDGMENT; PROFIT WAS $476,168 M'CANN HNDS TWO MORE iMJ!™ "i;CERMAN RAIDER HDNTED^„ LEAKS IN STATE FINANCE "• S-« *rmr4 iim{ . • Tb« beii*r ti»i ^t vkm «>• irf ih' > inc CoAv^Ki*" U M nu l l tbm. j ^|* fHf d | | Al R I ^"^^ '^ abipfHnc la ibc U«M 4*«dliW Ihia port. BoklMk. Flulaitclliha, and c N'orfolh MniMM aLslMia ptckrd up aipMacnWUi.b>4 to «llw4 mttr- , --- - .viuniT I ••>rw « b->i.d> wv .ng .1* lb* . Active Wort In Ctiirge ol Worn-, en Theraselvet — Dr. I»jrief t^ Bver since the ffovernms dasso of this unateurikhly man. [ tm diKcsi.* e •ffMl state b4!gu\ to show symiitoms of bltod^tassen in their i w<4 t->ui m (enrrou» disuibutnm of state cash the swift' currents of stale ^^ *t!i^tf «««•' magnanimity liave flowed from Altuny's coffers through atac-ruiif r«itf«Kin thM* r«i nalinR areasof incompetence jmd corruption, finding their way'"" «•»*«'*«»»•• ''^■C"'*''*- ; Crown Prince's Latest Etforl tn-ng at lastinlo thr pocluIl«>U of privileged persona. I, J*2^T.L"2i^"r' SH^i "«*" "'O™ •""''•• Wlf ""'.".»■<.•••«•. • ,»-«-.ur.NEW ATTAQ( NEAR HILL 304! MADE ESCAPE IN I x SHIRT AND AUTO Ex-Convict in WtoM Garment |.i Leaps From Hospital Window in, about lo hark. l» lb* brinC'BK (IdnacriHl Mran. m iDoir ownrra 13 ar SM I l'n«d frem Ne* Jr/ mw N«w ^•■"H M tlut I bey mqiM b« ■»• priuaod by oAlcul cmoiu at tMt k brcid in oMtr to «b(ain Irom iba fatallo^ rrrtiacalaa C«lhffVd I'KOhM' wltb Itt» avo«#* latcnitoA (if r"ln«' w-ry pn'Km in. lh» tniitd Siatr* aMrrttiinc Isr imHI>- Uit All Ibey want t« Jo M le bav* ,■ a mcoaur* ariune Iba 1 oa« Itour <«rtMS Um Heavy Losses to Germans. PMUil. Jan »— Tb* Orma'a* Imi nu.lc BfMtbcr offetiaiv^ stote. ■nrnt In lb« r««lMI tff HlU •« n-irtb- west of Vartfun. aiununc a TroMb irrnch Tba MiMk. ■a>a i»-« > cWtaHtwafrl* I 1 tiulemnliy at IM to b« apui an*. '■..Mtn tor iK* moT-n-rni i* Am.rK* -* Crnoan ral4 on F>»Acb trwickn _ . , _ JOty hrt»fvn IIM faksbC oomar and i.-Jat, raplnMw^ fi* »un)OW *rf ilw 'wro. ul IUiJuinni.m oat •lt>«npl««. and Enter* Limousine Car. th« tmvmg i«irf.aanan* frb« »a* ■u!»«'"-''«kM» •• roii^a '■ ■ *- '-^ -' Aarnarl I*nr«. in ,. -n.^t »«h P<*|rr.abl« lo puil off .«* ,i,dU. afl.r m«M«ta •« I*. Imi »..^y of • aumbor afAbaWB. bad >bv I* *A.ii.| Tlia Ucpartncn: of A«nmllm, Apr.l jind turn ll lurk again aft^^' •4 \m Aaay cii>ra tu» burglar) Uenirnrr (a Uw, baa acci-»t«4 im !<">^->'CM on *>>» last SunOdy of Sc»- ..CM »» !...» t~-. UK- ..„.l>..r. .»a .1 IW .«., ...11 ~»«.i"?„ri»rt, .«.o. m»it IfMvntK IM ^K;b■l»• Bvrnw;">» MTiiifcalaa of vv» prcHluea iW r ruM only not tlr«n*nd in Iba aiaia' Srw Yorii Ult who. by tb« Alba»r x*'*^ MtVt 4»h«lr fcpnf H.ai«. ar* n.^awn o-.i i« b* IICMa«« , ^^ ^^ ,^ a,.p«ftyiiii» (, nia alaiv la iull vr Mcft mrll* mrtMion racii ifw ■ vr\«A-^. — '**f Thct* are d«(cnc of lh»Bi''**"rT hnlih and U' In hta iUc«t aalrt and, ( •■P"-i'nc H» K Oly. •>"•'•'■,''*_ 'i,'^»?"oar1 w^rral «.«■«. wa* «».l "^""■nda or doMan at »t.ti* mmry 1 Durvgrti Pfvaidtni I , I nff H .i 1 Ian T1i« I'uanrn aaittbC lUbOIWiar bjl"!'* Ihe « n'Ut*' P bjhI puipaar I Hjtiu la bu • uii>li|rbl vjiinr t'' < j I' iMiic*. Krylariil. anil jlnw*! r« «r slaiirtt:,t« ..M ttir.ri.1 ratM. bui M <,»!< a».i»l Tlw tMind W-r« of New totk ' I l^iir's ^acatr ■*.» pr ia tTbi^t^ 'Can't M* uriHi t tm tl-s tana. *•« rtiotdt. VoMvrday • ba ti^it. t"'^"""* •"»'•>■"• ■' bl^r-dn^ai ai Mf in-tba hMbiKal. af>4 B«wfi«^^,.^, ,., *s,„-„','i«r* VAIi'.f B^,'l^|VUi'irii-viVri'W«tt'rer^ii"i»hiii (>r)v.trK*d ott^ih^airra who bba»i ,*'■"• "^. "" oft...«H »a ha.- ball«VM4 Ihal lh»f arranKe-l Ibt J'" IWUnml »uH. I« bur ur rri-tUil '"WhifC but Wttiafuiory ' «>lh Iba ai.CMiilct. wta. I ''"''' "•*" '"'■ ■ ■<"« •"•<• tbrm I"-"*»'"'"'*C "» "•"■"wt abroad. •ay. M a founh rtDtnaar. ,, p,ai«rd anj tiH-n vclir.t in- u,.|aetrniinc Uaa.a T* b* aor-iratr, w* folmman Jahn Noffwatu* tt (ba[^^B' raab in ibit 'otm ot (ha in. ■'■'■^■■l.l haw id iravrl wiich la luW Hambirc B>«ru>' alat.mt %** ard^MHl <»■ """ui** Iko. Id-d lor by laiw and »'■»'""« It* hAnrti hatkiurd or tu< •aich on Lrrift. oM i.i«bi l:::„^.'.rr!f^_:^'?^Jl.^•" ."■_"-•' ■•»•■ i::?'^ " o^,*"."— lel't ihai ti>« »riMwi<>i n artrral (i'laa ta* bbtrlary. __._.__ I* fa-a>c lurn [sr a mmiitK Ifwi *u m to ifialaH iSrtn ni a bevHt , tTmtht. a44'Dnli»r lojiii n>ri>iWo dxnM j aUupt *titiirr a ky |lH«r>n.tiH>ni i/l iRi-QU(D inn annoai 4i>- i"*"»v .*■ "^ ^v ■.- »."....• v. ..-w--. — — ■'• illar«ac« iti*» al n iwr- *« ho*ir'» tlMttrnf briwevn r^b. Al ■Ola la |.iu6 iliaraa«l f*^""' ■i""n i'."r tamt4 lima It a HoffmanM. c aaiaapand '■nomis" U» <•• daar aad ib« tktrm mliad lo hiiTi i« hup tn-M >lu»n a iMUant wh« biil ' d<-lli>iM» lertpniB liMtriiLan hflir\inj;l il>ai Lfi-fi* WIS bHinrp. wrni la ibr , buna's' ;>n1 asil li(lb*d la tfSUt !■•'' | ih h^nd crrna'tra ft< T tla at om- of "Uf trvn.-l.v» «■• ilm r<«tan «f Hill IM waa nrpuiacd hf bor 0r* wiihoul any Tr*i>it oibrr loan t*>ara (or iba an-ntv Kartb of B.Hloniill*ra lark » In ufl^r Alaaco fMir •■""'■.m «*r* ar>vrnt timv lui daalrav«d d»" Onrman aitMai'i. H ta il IH>t. A»n •!■ rftrmy Btaebinc* tliua far. Oro airylaiiva «nd one bdltvef. Br.nU^. Jan lb (By Wir*lnat - fvn<^ irwoM la^ nirhl drhvi^vd (rnb BtUkchs on in* llvitnan lln>^ at ibwr&i orf Vrrdun. army hradauartirb announrvd lo->lay Tba lljitii railnd of ■urcraa Thr >la.frn>ri>t fiillu*a Aerny Croup "t Cruwri Prinr* ■ -v»li Iho *rloti tiwil I* a aupfnarj ralda* *a« and abr iimM caatir h» ■ Kma Allird tori laria fcai* b'«n Wat aad >« wirviraa dia wbacft' : thp>r hicaitun. and i* Aaab -8 U tf ' anM rwo tot abom It a •uaMdaaa kMlUw rmil la atcbiad. AiBods tba «bn*iia buiittac. jh« raidina ara tha Vi«. k^aaa%. ' Miffall, CIUV><*r> L-abcaittr, l:>ltn- 1 barsh Caailr. CwMbrrlaad. aad ura- nna. apvvral faat abifw. a«w to ibc ' »uI>Bc. atr alao aald to ba tn tba Ibri ' wiia wlweb altHd la a rc baaiw ^ab- B^nurnl M. Barurh. one of Wall Street'i best knmnt sp«c» latora and the 6tar witncM at the pear^; note "leak" inveatif^ Elua]}eth Lueders a Leader.^ tion ttMUy, cauaed a ariuatMO wlicn be tutifkd that be lia« .,^'"^^'"^1^' ^ *"^ — -r ■**" "short" 28,000 iliaies of Steel atock betwwa Dre. 15 ami iMif »«* iirfflaa*. iir . 20, aad oo the latwr d*i(« — the day before the biff bcvak in the ji^i^^^'^i^'-iiS" j "n-rtet-he had c»»«l n.luo of his short .tmrm. IIM War mwvmit kavtac hi chars* Mr. Banicfa produced bodes and papen lo.pfove hia atat» ruiiMn caaacny iK ^ anaooaoai <«■ [inenu Hc dflcUrod that his operattoiu were bnaed metwly o* dsy w aa i-i.rv«w b» >!««• t- ^^^ ^^ wUmate of cotn.nff evenU aad he had ivfoided the speech of the (German chancellor aa tite tumtnf poant of the «ar. Banich testified that hu net proflta on hia nuilkK operfr Ei-.br.b i.-rd.«. MtioMdonnr lb* -h»k" period were $U6.«W His tcatliaony. by aome of tboaa at the utvcctiffalnn. *a% ■iiiaaabiiiii a* i''^*'''*^ ** ***" "talwa the wind out of the naila" of thoae who >7p^.rt^ by MiMdO' aatasr- , haw becB OMst active IB praalnf tiw mqtiiry. • urLvr acri'iai tba KrtrcsaMI I baad .A a^KanUb' II. and ' (.uMUkK a lail noa ar HT II I' tlw an iBk^n by Iha War O njl Crt>*>err and la »•! r'€:nN.\MaL'c<^ Jaa. m. rarmallaa glaaned troia Hu^ltai* af iiraravra aank raerfiUy M ibr Hmilb AilAntac by Iba CJanaaa raidvr •( baa b<^r« laaraad thai tba fsidar waa a v w i* mt Iha —it ham tr»*. abtwi JM leal laa& Mid «ntb parta «t her t had t«« WKarap« fS^r^iMRS. BYRNE B z3 FH) ONCE MORE wi- Wa •») /rTi:;? TK;a.«™.;Jn:*«rtar*;r.i*rt»i Control Ml diiPtnal waili aaw batac doaa by iara.1 j|n in M#allh aad 111*** naM ha aa larmaad awi-j "^ "' "*«'»»S "*^ .•'**•'«'••.•• ?« *'.V^^I Lewis DMiara . b'ad i-f Wbrw * 1.^ *»* •-HWi'v r-»d ravaM- • iKl Wi .ir I '■''l b»i . ^icliiir. (unacTiiaMU -nt^draWnN." tba f la a aaaaiiuA a( im-waci Wa •»! - - ijrt.ai,.- hsia - H«H^«b-«a »^ Brth Control Advocate Impftv- ...".i w.i_..,= ' '"-it L^aa^ I *ury| Lewis DMiara. Mra. Cibal 0)rwa. birth c baad atamac iva* aa the ». ■^^eek. % UM-b canr«ai«d bar larcral n^ aad lowr conn ainl torpvdo lubaa. Tiia warmer. K u aaid. mummtttl - rowr aii-iiub aad two aMaa-iacb •iTuna and alao ainathv caaa, tadud- >n< aenral ot Ibr marbir* n^m. Bb* ,waa aaaipped wiih tcsTilaior^ ana waa r( tde tmii cardiac */p* v' Jh-iul^ bw -iwr4>ii ae«(.a »|>ac« «lWn * aa-rvRiaudaiMina tor many »riaan*i ] TIm <«(ii«ia of tba roMlrr. an-nniiif (lo mma at tba ntra briiatht herr, ■ . IvraiM a n^tutLil Itniub uCwvr inai R «a« nt*ila at lb* jdrp bat< 'emirvfuUf warb«l out Dr LiMdn ] arria as an atlt lan . aad ar ibr I b« al Iba brad at % m aii Tlta bul-; I iiflaniw ] ifaat a anva.* aay «i»cali I al W A M.. altr iMOB in Cerwuny. Tba twairal ^^- l I aititar win Iw i amy a aid t-t wamta at I .■■iianal muita ■■ noftirna wwrb- A I Iw-eiian alrctor *,•!* 1« allailkod %** . It t*"-*. a Uarsui Sunda> br ito»- Aacrr and tba Samma an a^iliiiry fiucl. which «l |lmc« waa Mronc Ivok plair Army Crw«v of lb* (..rfmaa Crown PT>ar*-\.\tiarka made in llir canine by thr Fictiib arAinal Hill Mt wr titat notor niitains. na anin wapao irata > ■■ t daav at ilM nu-| -let iv br ii'«i thta r*nvan(laa afpw^kr^ barrlrdPy^adr-bM •• i I'^o"'' iTJ^r'-M"-/ 'i^tlSUTlJ h..-»i.njly aala*. vaai«>day «amta«| Tfta rr-ulu am.r.Witfd and ItriiiMsd Iha daaih oT 0** iimbart afltaady axprtmiccd abroad mrr. n • h.l«rtni.faaMlro« A tw« hai«am •"' }^,T!f*yJ^M'1^r<,'!!^i,*'^t!!- lA.bkum and Daafavta. arUaa adk»|af i^ .n.nr.ji uabi a-vl »«.«• . ■autb at bara liwhi, and a.anfa innkiinc iiin-ixb ^^^i Tha |>u<-abeia w-ra i^dr h* Mra.'-"*'*" '«|(h'-cara«dlWHM««ni«I^ *' *<•■""• ""aibar af laar »* iba dwhni off Ifiifflaaa aaynad nabt;un 1 "t^bna and rran-lmoinrr af Iba llrtb l>>siil Vaa Wuaar. aba liawiMialaly cMn-lHrt Mnnia >■ brtinod to taaia murj i tM>a •Mialaaled xilh tha tbrtactJv* Bbmullba CDRi-m* at a wtrti rdniai"iac a»l -x.* aad a daaara) alana waa aaat awl (ar.'ari'nital pi*Mraiion (MM by h-r b«a-l|ha r»ii"l Slatn hma iiMlofwl itac La*wa itend In tjiidrrmy with a prrparrd 'Man, ai bat the Amrncaii FidfTntMa Wbaa l^irma tiwrvd aa aatr*a«a IMncjk.- dour llitafcaac tba pawitcrlar l.abar rcprraraidic lb* orcaaiaad iBIo lb* Utrtla a^aaaa (•darjr bulM- [wa* dour Iworfcinc faepto- *' sur rountr». and, _ *■! ^ *b" "**t bv Iha nicbl watcb. I Tha iledd war* Prad fwatitv.alcbiMaiM m»nt athrr nstioaaL »Ui« aad laal Kalurdaya battip Han. Jajaaa Oaalia. who laid bbn not The^dofa. iwrniy-ali. Iritn, iw«!niy.|eii> Drrtni*a'*on> WKb a «b*b. Pm- two «a*a l.aalAa biy ntM Mlno. loeaiy-rnur. aad Cbw- 1 "Wc ha-a l*M!ay d*»»fia frooi 1ha hnaptlal aad Ma mico Mrinta. the RianOwn Iman* of our aiaira, and -Klicul tv»- by dalaclivaal Tha tatal Ri#al saa i-aiaa yaatai da y I rra^ola^■^ »^ al ibr cairrHar*. awyera. baa Aa a t laar ti l n g and tnrf»r« aarni ktvn waa . - ' tm\- — *- - - - - - MruiHy wba ». laanfc oirrndar LavMia (ac< a Itr* dead. Mino dia>l > dawa to-day ib« I - - - ilaai ef tba «. Pabr*! i> K Hrinti ihr Utbtr waa aai __ _ -,-- tlknad'wiiat III aiMl aodtd nn Ml aay <■( _ ba>a bara r«maad*d toa ibalMnnthra, Mra M<-inli ta«t*d anad jary. H •»■ nalMvad that VnMaKn aflrr bar >oDa h^ " Mi abaa iu b»a rnM^iW*1i acala waanj a»d 1 bmifaad la Ibr Uaira Ai Caun la-day. and in all UkrHbnad ' ' ladt tiivAkfAal. and aottctnt a ya- REPORT N. r. MAN KILLED H'^RAIM 111 WEST rharctiiU, «M la b* a pe. nat ar a t baa- •araa naan of Kaw York Citv. wat SAY BANDITS TRIED TO ENTER MEXICO FROM U/S. ImexJCO city Jin la-tt haa Ibaan raporird la iha .War Dvpannant Ihal bandiia trw^ la rraM tram itia abtlaltuna e* r ■tawul da>t>Chi a4< cn«h part nt iIk-i «. iia furpn*r Fdiiralian al irw nd ItWt QUIET FROM THE BALTK TO THE BUCK SEA BBftUN Jao. » (By KlraWa-i - Quart baa prrcalled dnrins Iba p4«t itT-tobr huura aJi alone 4ba Hua- atan and Rounanutt froota frnnt Iba OaJIk U tb* Bluk Sm. Ihr Wv Of. Bca aniMMMccd. lo-JiV Only In Ha< c^donia. lb il>a LVni^ and Btruini ragleaa b^a lli«rr barn any aciinti ta Iba naibaniL and tbta aaly tn iha «aUira at wouiine ab ar atiaaa ri£TROCR.vD. Jan. M (< ' iirtwmrra lofcmt bit ■attia in Ibr Ja>t anoiw tbr men Undcd brte aa to •brthar l!>r r.udar u ainiorrd AN uf ihrrti acr.*. b./«r(-«. iiLM 14* raider la iMrwasb- ty nibifiiad »nd Itui jm detail la tbra TTitK.t ba* bmii otcrloabail. Aa aa rvjnit.lr they aay. vwib |itMon« biMrJiHC tlK raider In larctabad -.._ a kil i>areQMii.k and- Manbet. Tb* ptuoA"!* ar^brjtt in ihe bald babind Iran dowrs. aad aowM af. itw Ihal tl--^ar|i. by Military la Lvnlaia aill h^tt tba OtlW^a b-hiad bar. artd bar ifnm* *iil ae: Hooial aii-Mnaa tw^tm cbuad ub:m Lbi Da* II. b* a »d ba b« Ma a • by tir . wuetHia (amarba abaa i bia ga iw a mtt bfM t-r -wM (be fau I b«a «d >). ) ll ta fvaMbie that Law* wdJ ^aimil Mfa tlyrwr la hr eaaw by brr aawv. Mra. Maraani . Itenr*). aad hOT i-a a w aal. Jol^a J iiaa. .;i.''i;.™z!".:"rnj'.';s:r,K:'woiiAii vicna of cas ■-'"'•"'^'^"^'irvr';: wwrre NOTE to -Kir ll aa w^Ma »iia' . TbtaM Mj* fr«Btd*n« Kaor. and fl ij Ihe. aOnrl lb> apaech wwald iM** a* "- "fcawt. Mi Dta |» - tbai lijy .- (ha witnnM~a«j. -.,,4 ■■,. « r—'OTV rdMnI Bian im'i-r wa* ti I iMtd bMn aM a( law.b •> itb itai lapaatal IraataN 'mic la farttiar taia: ibU m m |palr«a«MaL Tba twa»ty-a*a >*an , "•■' r'-rij.n lally t mm aaatrarlM «hat> i •r.. It waa Btajll. pmn Klkihe nrutrabi, arha woaa^wlilic baada on ib>-lr alFtn4«aeM auMl* by 0*r«aA ytrla AIMT I)*!- It Iba 1 j»Mib«e«t Inward par inoii darinjt f^-.i! bainj IhC OnliiAi i-miirr bfku»rt|^_whVb bad lie* ropT frnilrra aiiu aie'r bar aldca, .\t n oVI/Kii vn the mfirniaff of ian U Iba rfclUrr pl«c^ ^T aumvora of >h on t"*td Uka iati^neaa caa la a faratahad raoai at It Waii gj^y^blr «ar tagmh atrttt Or Lyach af St VMi _ •— J.ftBCa HoaMlal. Jiflar CaUwc »a la- aaAdl^^l arcocnpanyinc pnad rniw TT« Jap- ancaa ciMMaUi waa anier-fd lo follow Iba raider anUl t iiTchxA tn th<- even, tac.wbenhawaalatiirB woai and nji ini« tba nearaai pmtf Tba ard^n Kf-i* ab^rd, aad Ma a w ng i i i aur%t^ari wara b awagbt Mt» Wmaibuni Qw>iinc a cbptbrad Onitah capuia Iha rMder la a da n»id w a baai m iba baada m( a Cl««rr inab NORWEGIAN STEAMSHIP { AGROUND OFF BARNEGAT I'u T*. N..-«..a ..cumabtp »"-«,. I'^^^- ^'/~;;: '?:!:\^^T'^*t -■ fran Maiacua and M. Ji«o. Caba. -u.^,- Mtnad • Mrtnorlaa- w«t bCTWuad laat iu«M aa Iba aainb. [ "I dan'l »«■«. bat I laal H»l I aaa« aad ar abiwacat Sbaala daruw a *«*•'' '«' •»»r»2» "•-•*' -?"^^- t.^ .«( - «_. --J _.. --- ^'1* laar mind arttlad taa aad !•■(« a*a. aaa waa tapartid ^^^ ^,,j ^. Maa* 1 ih4nc* Do l»a *b4 •^m aaeaaraca. 1 11 -'- -f la apwr ymm an la Biaha )OM Want la w en aad, »mt (m Mwewne'a aabaF* 0« tha labia waa ihiRf-««« Wim I iwii la a*a feat faar tatba* taK wcifha IW PMMida. aad ha* dark rtir. ayea. Md 1 — t a li a ir' ~— rlatbtM »* '>* — < aMUartal EARTHQUAKE SO SEVERE RECORD NEEDLES UPSET !»»«». tbai walai^ ml ... ibMefa tbay taouH ibwa »• wImi el ...- ,'ect l«a«a wauM Ii4>r oa tiiilii - ^v.. .aud liiu'M^ and lltil a eaja e^|h ■II a« auMkily IB »rl„n« ■nutltt.^*.- Idyii.c bitia a i.-i«u»( i* riiwn >a Ihtarrw. IVii«l '■"»* b«» no launadMIe dan«ae ll wa* bHiri^ abe rouM ba ptUhd lata da<9 wxar at hwb tide Iba Dararcai Caait Guarda atmrtly iia.w*( left bara ia.«o lo bar rvKiM. Ti.a Bw*dBa » a >«aari af TU.iaaa HilCAt KING ens AH AUSTUAN HOMI "■ CZAR TO RECEIVE THE CONFERENCE DELEGATES L<>N'I>'>N Jati M— l;nip«r«r hn-ho- ablir In daylwM aa' rtne-ni e>f 'cffMaiiaa 10 iimii* i rraal I brouKbaaw auT i'WUBln' DAMAGED IN BATTLE ROME |M> l..r,.i J^n K-TWr uMrlan drstrojrr Hituar aia i>ui oat. of aflian in a aaidt rncacaMeni Atlpaiw a frw dajf a •atllla I liain wai Raw Ulo y< t, riivrrh|t| brad nf aa advar. 1 r a«»u^« id (.-naral Ittcai •rf.l Rxa' ibii Am Service Is Not Always Direct Iba ^iao> it u^it , u(«ia<^ ad* Tbay lU ri»dw> r>»lL^ and tbaaa- lS£?*Elv^^.r '.'1 'it:::. i*ai»y." ^^rba- Iir.f*'Cbr" i iHta la 1 - •Xttaa. a^ ' ••• . ova ■••» puniilr.K Ih* haa- iba American mda of Iba Maa NORVECIAM aur SUK: a»™*". "< » •^"•-.>. imE OF CREW LOST rritV^I" """"'^■""' LONDON*. Jin JO-Hu, naanna tlwt l*< Soi-w-aian *"""'' jvoBfain ,Ar«a t.361 lafta. baa hren hW.an ap, «i b.unri <)Md that aaaaariwwCTew ar» nrpart . I * ran />Br/>ABiaai /•airama*l''<< >bM Tne Naraaewn auawiar Ful. iKoiwin GREGORIAN GUxNDAR ton. MV laaa. hu >l<« taen ftaaaian r*prrwMalt**« " TtlRKH WIU USE Mimt^tx,tH I i«ly ,ii.(«im-d • ■rt-at UnUMi AMirrnitDMt. jm m - a cbn- lanliauplT! 'IvsMttcb ta Uniiar^ aaya jtbal Iba Tufhnh portumanl. «a tha ! I u'OiniaaOJi-aa nf ihe (wrramawt. fa iw aiiy bituptcd tba Crry«nan Tba Mohammrdan ralmdar. uatd up la tha yrucni in TUtbcy. a-oi tMaad an Ibd cbancP* nf ^h<• at.mn aAd con. alaled of ■ >>«r »r twrlie fOAar montha. einiini<««fiis in tb* Uradarta* Jul). .UFE SA\'ERS TOO MODEST . TO REPORT MOST RESCUES ;:;d'^,:u'd: '^.; ^-Hfl1)m\VI% Jan » MA Loti 1*^ 2: SENATE STIU TALKS OF WILSON PEACE NOTE t\ *jji">*''-"'""^ J^-> i--!CMi'iorl''na^' iwnbtni'LrfiBi FIND FEW HOUSBMEN USE THE SPEEDWAY Coouni**"*" r "(_ I'uM'i- WnrKa lta»ab t'wUii (•>-r d.( ^■rli an No' rl f ir The r""*™ llbal IVaalJKi in wMicb It lal, le of Ibr .<'-uW- bpai> iluary aaGii-i'OMi be I onad Mtiaa m («r*t(rn Und> aia'd thai tbt rraoiaiioii be wci SLKHT DEUY IN ASTORIA -t" OKinNC , ' t<|M>i aapliiMihin ^ ikr Raiiiaa* ' ■lual Mm a A*H*i-IJtH)« of ^iiitrta. tin: P^b. 1 tssi AU SAFE ON BURNI>iG |., STEAMER AT EVERti I |<.Ji;iJl^\.^^ iMibwa wh«^h CVCrtFn*r. >«j>a lan S-Tbe'waa read and UU ao Ibr l.abl« TV' (IMWdw^ wlUrh Ibr tRTMiffi praai- II |tin-«» nlMi ta liM htMa ^r 11 >:n« inatrad af bat-taf lal vxlHMvely r>jr baraea :. i^i...4» i A U and ( * arrtH-b* itit ni|bt aqaaa- -d ibi- a4 i.rd tv.t>l, ami tba . dhilnc the waia parted. rw * Iba caaaba and L/^NnON, Jaa. M— tlnperwr i'>Arraa nr AuairiA bai crenlad Ibr Kinf af liulcarta an Auylria brid marabal. ar- ' .urd.iK 10 a VwbM araaairb la llau. :i.r-aby way ar Ariatarda* TbAnat.lnBw tbty r^rbad MnIt llirr«r «Mitad Iba TliiHanaa hjnc — ' - b'a way lwi«elra«p«raan haa dn a irra where ba bad aitewdad Ibr Unb- ,<" I Mr ceiabralioa df iba GrrVMa ria-jirf .P"* _; Lwrr* ihrawi . .-« .....Ml... m^^^ k..*.K..<._ 1^^ i,r1ii1ll ._ . _ _ _ k IBM awlit Tbr til J • i ibii \___\ ~ S.~ JT ^Z 1. IeK.-im«. aad aw Pavi t *»> mora tbi Dia: m. be a..^.- .... kvtar \Mtv». nao awa ■>e-.^'^ ^ ^.-^.m, ,«n- M» abara^ mdanrn bk aba*« iiaii al Charlea E. lUyaar da. 'dart af Iba Uaiadrl wan a aii^i y faidOi ,ta SkJtm anauAl repart. |<*aar%atary Ha • apta.aid >■ d<*l Bafw<«a Oac. M abd Daa. B. Ma an* ttiaaiaadi of raaeaat by 'bal January bad brew aincula'it 'ptaM In Iba avbat «ba •T.b.Ml.tt ovary y.iir thai aaw*. w«ib aa>» iwa «aabaa r»n»nrt ,be laaHdad. he Mid la-d»> in -that » nnr-bara New Var* ain* TaMbtOL' an bia Dw. It d«aH. Mr M riiwrt. ■•>ur aad itm.-^r iT^tare. Canada, and W1H«f' l^aal lad-* Jftturv ' IbMOd ntfb rkr I'raaB u«e a pwdy iirtbalan 1 i-. 1 rd Utt Irani 1.' n aa<:h iaS a'dwchla'd. Tbt in ti • a I'btirariw aturaaidi. >att dboard ware I |JMt>tv>''bi lor lb* Lbiled bl ntlai tell wa 1 cai by a«M breadai Tbay claWB Ibey aasb I aa wall aa ib In ' .ita •l.atarb* ar Iba artaai r*ai-u»« am U«ly whaie Itwy ha-.e n OWN Hern Mkd lwi^ a»i (,.r, ion> Tbi niTMm lar ibre uiy MlUWAlKTr. Jan » Ibr MbF.>'tiia lurt ml M<-tico Uat Waabtn«ian rr pataiBT* aaait- eo|>nc tM» CodM Ibao IkJa Manaa TV -- ttiaoiuiDiv nol," br rvplfd 1' ad kawaa «* Itm Pi^ndrii'i PWi i^i da) » randd bai' >L.ti-4 ai 1 Harvib aaiil h* bxl tnxmktnd ia Ja>d-i^w>'ar B|w«in i.^-ivac %a 'a awH.oc "• detlaaa* of ia>a>Ma l«ach II taaaaa* tm ttU aatibs Ki '.iniarta. Ot. I i a»aai la aa i«L I wera deaituytd b« bi* ^^ -t biwa, I fpM tbbt II *«a» 'Tbf laao w SOMM I ta* a>* av> FIGURE 24A--THE FRONT PAGE AS PRINTED TO-DAY, SHOWING THE ELIMINATION OF LEADS AND BIG SPREAD HEADS. HEW YORK. FMDAT. ®h^ ^B @l0b^ OCTOBER "■•QJatBtni & ]gi6 '3ki>orrtl«rr. Tlw Miuu* Avoidi Rnnning Down the Deamt, Sweetot Kitty 9, WEKTUt • E»Tryb5dy *ho ttjiw ought to wnt« one* ta bi* k/o upon ^psthosof pasciof thiBgs. | Ail "ho H»o oiithi <» r»fl«t (t linM on fluia Uut ima \ Ih^i nkd TM7W tro gottc. I t al taMi tw> Man I* tk( iMMcy of tjra I OM MtadMlT «oH to „ aillM* built> K ihut arf vhoM ut tW M CT i> idMKt. TTie nqMcallion FratwfM* Villon, in whooo vrBfwsrd mind ' i lli« stranft PmmrthMn Ore if (mm. ««in»*l h" •'"a rtricittd by ewrr port. kaa br«a frit by rvr^ soul capohlr of musing . ss Omar sp*akj af "tlw na* cf ynterday" anl Sir Tbomu Bnwno of "forgottni taen.' Who caa bt wholly losrasiblt to tfar dumb mrsaaga of tht «raTf yard, gnta aad whlla. nta though it c«nn to hira as a | fkiat. lochoata -m^mt, haocka at his heart's door as ghosts : hock, and ia aa laett aadcniaadatik than th« wind's vom? Who, as he gosa about his bostnrsa, docs not soatctimcs ; ikWl of Ihcm onco aa actirc as he. now formr fluiet. as quiet as , Maia tha: are not yet boc«< Tbey too hoped, wen eager.. Mr«(M.vented Webutre- fMk m* ia a kaga vkaal that gnaa laond and round Why inaaoc tha aBeoie giw tired af Dm scaaaing repetitioa? Vha that laa* Wftcay haa aot »ea4ind oeer the *ap ai- lan aav af lach hcOtt <°Raa « Ca*ar nl Cliai l i ia a ri i? Ba»caasachc ii c nj fc aale e into aach attar ca iiHiacs a? bto wbose MuaLiiiuiiiiiii haa aot that awfal word of tha tatTM paaetratcd. aa ha staada by a ooea ngarous aad lif e-fcmng ftiml now touched by thMiyltefT of Deatb— who haa not felt I tha'cnepiV paralyaia of that word "N'erennorv" ^ »"hen sre hear all the jtreeu whistliag "Tippetary" do aa aerr think of forgotten melodies' n'hat songs did they sinf at a u—a i a llea. what ditties in lisht-hearted C.rvtrr aa the roister, ara paaaad by the hoose of Aspasia, what airs and cadencea di- Mrtad them that lottend and dined in the Hanging Gardens or I tha yoong moon ui the Crone of DaphneT "Aa to me. 1 havf oft«« th«^ught.' antes Vernon Lee. "that 1 1 a poet 1 would wnte a hallad aadder. sweeter and more I (vea thaa Villon'a which I should call the Ballad of' Ls^-iid H £ ^ H IM GiBcy u4 Mc (todu U»* I UwigH It vtal I Ml tea* Tivr cmn w «■ Olttoa- 7« iat*r(i«« lb* UHTOK Aa I a«il^ q ftoe* tar fca iB c » — • «iri or • *■■—» Wukft tai Xfea toMari It «»*• Tbfa tamft (i atid psIlM «■■ 1 a Sl'ttC MiB «»■• I a ftrl— I aiisMt 4i*tocai*^ mr s*rk Tr)tnc ta ■** «kai n «u Mv lOdfe r4t Aif I cnMot i4Z2 G/?E4r FylU SALE d^,.. Every D>pt in the Stor^— Whether Iti WEARABLES 9f HOUSEHOLD GOODS— PvticJpalet in Tltii S«ls ALWAYS MORE THAN .ADVERTISLO ENOUGH SAID .— ' Aid de»d )»r«s^ In the hour of Ivvt"* flame- do we think «rik* >ov«a that •» (om. as the h«l mm af ywicnUv has f»>« W»th« Mk tof ] aMMtkntv <• «• Iha* mil htW kImis __ , _ inntor tft (MM »•** *■*. ■ —> ■>■ »ii ii^««. And d«^ hoa»«' 'The ruined castle at HciMbenr ■>» [ «»M»a f aa w i iiB HW i' "* *!"'" |ta,?^"^i^ 4«a>t in by t*U and tr^^ o*" ^y 'vy" T>ie CotaaaMun. -ao . ^"-^'^^^i^'lll^^l,^-^ «,m ! j; " ^tfC and holtow^yrj and chiU wtth erhoteg eaptiain. nd[,» »Mr wmm. •« an tmt iWMa>. j ^ ^h— fuH of whtf we!l.T of myriad-thrcated crflwds, pal^tatfl— >-«ta ■ *»ifc tnd aarw OB the benches, and in the arena what dust iBdhHt. I {^^■JJ'J^^^ ^„ inrf aad itraimny and horror, inch a* the world wiB atw aat > n»aea m'tm •• •*« • 4»i-aa im , ^M-i'taj''" -Mhri«.d..d>a«a.tedk«Ma' D..1 kio^ wdcoar-L^rt^rST-M^lTiJ^iJl^^ t^aao^ prtesUand pumtca, ehiuhuw mUKaaitres and f^Lwninff I rm •«« i lawi «»•■ ai^u. m4 •*>||^|||^m •>•» »i.«^ I zfftn, an »wepl away, and the *tafe ckv^d for ui ia oar lime •>*• «« «•"»*« w« tmr I _^ ,,^ „,^^,. MILITANT MARY- Fbr-wery-aiogtr oxnn-town « qros|aoq| 9«liCAtOReH mqbly loriq CATCH CV^ ANY MORE' Ar rf aae •we»< Ike viae* AM bin TtM* ORLfERCO fela to t*]M rr •tetrvrr IT «n ta is tka Ifiaato «b«i br rase tack A*a «ta wittitag ta h«r. »• aaiHk*4 I to THINR WtoU««r IT «M ri*im ftia Aa« laM ta a LOt'D ud aKCBT VWCt niB aoi n to avHhrr AatasL MfMnI not VrgtUbla An4 TM fU HIM M' Thra ibe lAM tlw tac Ai4 •«•* Mvralolly nit Tfen I •rat la t* at* lb* i F4.ter ftBd I »aa «faMl W k»4il ' sm« atr bxaiw W arfaki h«Ta Dp«b rron w^tm it I «m llWMwdva- BMtaawBM'L He «u attr IS aM 104 I tana r< de^is I Mr fo i*< craw ' 4tia»t(4A I dna'l M9 7*1 !Hu> •)» DAJtED La Batch ot Smiles r «h)4. ftpropM Cf Ut» lAutt»mm -If 4 *>•« -w* '•»«•«■* ».•) What a coafucMV plairtaaniafona it all »a— w^ and tboae •«•»« ta «• n. fatwr •ww« i« "l-J**;"- .'r^"! *" t'="» "«» cr^ii I once were, thou that bved as we nov tra. WM( M laa mU* *■« » ptoea ta ttM worM, , iHita«» a ui.i '■vm WbT. atcilMr. ar auj h*t t* tKia'-r i»■' 1 '■■» &•! o* ts*i nwhncu ""It t kr. < I .(ft cpf aiM-«a »i»a an^i' 14 4avned aiih i M» Mr aMaOf «.' -tittt >««-r« ■•• r •b* k.nrf ar • X^. a P« *» • v»hl luil r ^flijtt Mr« Mar tr—m^ • ts^ ■' Msrilu »t ar.^ iiKn an ..■ ■What I ?»T;pi«^- nU taa aun " ■" ■^Jta in c^n^t. • < js that aiiU an tnxi 5i J.SO Koong: Men's Salts. S|ie.id i/.50 ^-'«>a a-iwMTia, mTS^fr.!-, Ml^ ftw an] Hi. Ji.«n -Hf- %•> f .!■ ar tH, . Is T»- r.\H. A"CP WtNTUI 8.Mta ■!.•« mraa. Mrn-B. fiarvMr, CMMktllas* n a n a a »•»! f»K i*»-fna » j «• "•eft ar ra«>tftli>'* ca.]tan— «im)» /■>• dwa Wawt-^ewM kaliaa tvl^- ^-1 ap aMrsi rH/t^—aut baWsa ••• laMuiup— jH la U tra. surra roa atoirr aora- iy*W «a. -Mala ar a««a*M fw»t ili« la *• •aut »>a>i i ia i OiK*r Trasdirra. •• rM. I,} IM ?.0S ».9S .10.9S II.OS SPOffr COATS and MACKINAWS 11 TO II TEATtS. 6.98 I>*a*i— |i^i!*4 «r «™« rt . *ub ■ •n full r*<*wt*4 f«rvn»— iB»lorHf «tiii •■i.r» ITT* aa aaiia (vnara and mfti — Special at MJ( Atl IXSS *"»" *n-i» hitu. atiwa M>na At^Ul' *«Mi In aroaiariatMB. pams wi • .< ,,■■■■""** ^aww* ►••■(■'e^ »•>**■• . BMiU'e aa-". r-v^n Hv«. are" It. buV--^ [•-wr e,i»a !>f fV'~rt t«n. w««4' ' • i»ti-^ ^km F.4IL Si4L£ SPECIALS For Tomorrow I ai»Tr ran ii*h< n aa r>ra<«aMe PBHIr*va. ^^ |i«al 'Bth I •.-••vra««Uv . r« Maaa na«r«a Mardr'u >rira Rali"r, t>a, fr.i ftavinf lei r>l h.m ■n4 Ilia ""»»■ fur )i*4 il aa« •M'a f-'r fa'kr* aail fn* ■)>• fr««ai>tit uaa aaJ '.catHut of tiui ta>pMi>d mitt^Mna r^ 'no th«>a <■ mm irn-nc ik«« ^« , Niuoi ha<* »M» aip*iair4 anil aaf- r*«a. an4 ilUfi r.r*tf ' '-' — — ■ ' ntitMoff mi, 1 pfoirxian lof a hriiM fcr-».~ 1., . .~ „«-j to "Wtll." a-iJ »*»■» 1 WwMIr. ia>.'-4 *(■( »» tnani It* rkMnmc* of a 1 Than tt aatfl'd o^ h»r tb»< aaa ■ liatUnC [• of a l*n)wr'. i *i»a Mi4 a* i(ta'*iia te *Mw|>w • aaaa la' "I (w«««r. tpaiUan Hae-«aMM. mbM t foe It Ma«aaa>«tl ttta n — l a»a fc w V laM aat a --ti than ■ •■-- • TIN. aa.a tta«t!»ii e.*;; j';*5 ■. la RSI I t»4 !• b* rtDHii at ELOQUENCE av w «;.r >r.i«ft,« •C»»»rtiit •• CM*«a ll*iik>» »^»at I lM*a IP ta* fift»« aaMliPT »*• i*i««iw- aflit^f^twr. »b« Utia bla ra-r*. »hai a aiRMi Ma fcparrj |it« aa*'l)> •*!«• ib. *baT party M- ^r.w bo* iifaou «rta4aaa aaa* nw. aa4 {rl mj (na* a*4 e«Mtaaa ■». aa4 rt>l> «# b]> in>uM UiaiM* aaULI'" >Mi «iili ladieaaima Acf »bm I !#••• (liai Tvahai aaftiBf l aa« "aarfc ffceia ar* auai? *«''"«- aoi*a« laar l.P«v la alMtaa (ba rvMtrra «aan aMf ba a«prabt • bMf aaatarr apwlai a4ar-w iba •««»• an^ ibr bMirr H« ta tb' (>"•« tpaakvf'a laaaaa ^« «itb tba (raat of aaoptii Roimb thai «<^a4 tprakar ha daavuam aoa vMb Aa laakcl iiniff iraaaca* >ta aba^a at bow lb* riftta aaaabar w b«t « taraalr oaKaawfear iba aaaai «r a feaarh al ifTMW ^ rfevia Ifta aaw aaboly Mab raats oba lM*ia« c^l aM. vea i falaaaa aa bat a«maia «« anM mt aaaca b>« Aa4 aa I la««« t*a baa I aatiae "Wa!!! afUl alaag la na Blier aaiaM tbta Irllaw m t*a wlaaar. aAlaaa ba baau tba* bai*r«l Haaer'" I Mat Ikt ta"*— aaAaitlaa. 'niMcr at-trs^aBeoxT> rtoon r-« »-^ •alva* tawB M Wam MiL'u^EaT-TitiaD rt«>a MM IMpawl nb TA.I Ita Mt MltLf«CTT-TVI«t> MiWa ^. j-r;- Srrsu- »«,.■? una » «• *^i £^Jf^ aotr cu>rMi>>G-7H(Ro nooa J* rt. Ian* hroh IhaM. . i$ t'»W W1-1I...W (na airb a»«~» a--! nr-.'*% Kvnn ttytn t^<■l1.J•« a'otr rv'RM«nt^ *Mba- laaa Traaw Sdh . 7JS *,.,,., i.„t^ tt,% „^ „.«,. M ""■«^" — ''"p" auM« h-iitni el'l^a — H«(j an>]'uAln>a4 tiHTwa' PKrr— TKiitoi'n.^ocNi. PMaUw'iCaalS*aaM« LM w «* ■-'•r' - •*•! aaatratsta »»i- •-«i ao'k '••''^'twvn^lwiult " •ntr n.r>i>Mi>^~TNiaD rLorm N.T —4 ft aiia4 „ .,»< gini n— laaan a IB M .Mirm. ■am • kaaaal anpw Olaa alMwi Qm ■ a ra latiMI Laab a* tw Oa^bol IM mJ T ili ib iaa (lTotxRm«nB^J3Ulorr1t»cr. JANUARY 20. 1917. The Botheration of Thought. Bv aa. nuMC cranc Hm Boat Ccrrtble tKing in the wortd aeenu to b« Thooght. AtlMstmoat «( tha paople you meet ara running away from it * Who wanta.to ace a thoughtful play? No. no. give us the Mght an d airy comady, and kt it be carpentered aoisording to caafaBtioa, for anything onginal enough to ba imasual dis- tattia Um eomfortable arraognnent of our thought ntotectilaa «a ata puzzled., and that imphes thinloiig.-vhich weanea us. Let tha hero he aa aU heroes, young and noble and hand' aome; and the heroine have beautiful curts and' liquid •yaa and saechanne voice, and the villain he true to the Des- perate Dearaond type: and the Rube have chio whi&kera. and the parsoo be aa iaqifiasiMa teirking poser; and ao on. If a real Btao ahonU get en tha itac* ha might waik out into the audi- If yog cofttrlbuta a story to a magazine, read carafully 'fiiat the pa&t numbers of the magazine, and make your atory aa tike those that hare pten pnnted a& posaible. Edltota know the people buy that kind. Tbey dont know what would hap- pen if a new kind would appear. It might imply fuoctiotung, vhkh il to be avuided. When yon converse stick to the platitudea, when yon make a polttical speech keep close to the grand old pnociples opon which opinions are &'.andardit^. when you ptiNiah a aewa- |iap«r don't part from the traditioiu of newspaperdoffl. or when you do anything try to i A<3(iAiuO Duke' SA53lEtTrS GOiwta TO GtT flw ftu«jL 30LT WMtbi iMEy Mtac WE ^ — I H'f^ Vt3 riM n*Gi»*i5 I An TiWn IwC OLD AND MONO*lADl£ FftTTiL-y OF Own OWSky' OUft ESTrtTt 13 IN THE. ivovmce Of 30ftkl£fT IN THE FAC£ 1 S'POJt QU5ia4e33 OwCG. MERt EM n«i7Eft Round the Town W,f» a J AT M*Cr)tAM T»ai CMfHd am Qnd t e*a "i a Ka Caa (raaM Out Ma tiaaS ri*ii»<*« n4 «■ I I ikftl *vs^n *• € ••>• 1 Bdi thii otM O^ naa gvadm* m lasftst^ ft* miiw w 1 \M oil <■* *>><'- N POLLYANN.\ GROWS UP t:SKSr CHaPTCR XXAl •«-. "Thaa vaa ahall ^urrir m^ aa i ib H Jiamr. ■ C»»r<tbt.>i aatiaaaaUBa. hui iba aaaw *Hl Ml pattaa. ar «.*»>« hia aarsir eaa t-^narry Ma. Mt- t'KJua a^ IcriB SW abiacta t« r>>a ' -Otijrrta •» va« ' if - «ra« ^aaKaii aac't* ■.■r'.r'-.ssv.T I ^'».L r.;t,";; ri.'.:: .v-rs aaat »i'>irthin« ■■•>.!— aauwl Stv idlhrr ac " -Sl.tfrav 1 Itwar*- Pol;" ChUi-H ft-- ir-r. an Ti»# Mj Or rt»»a wOt aaeak aa Sunilar at 4 P. M at tba Raailnc taJien port la a fiutool HIa ^anm to maka (cid aa a foMball p la j ar la lb« auT'oma bad not bMO I ha aada ii» bl> aaw. Ha had an acatatlo viaian af aaa Taby 't\Mliar. a Nua asd whiia atncainffaita cap oo hi* b^ad. wr*riic K arhi-a attaatar wtth tha croaaad haokW ■nci.a aad tha nxaUo lullara V. B- T on r pada. eaab V* TiroR.vr''V w araoesa. If arar t4 Man fi ua tbd titivrr ibar had atol«e fraa BnwMr tha Itfland. I aaa BaS M»»a %y^ n„-...r.n, ma al^';^J;7t,«;^^,"-'''T'..'*r'?-„"^^ "tT*' ■r'''*' 'araaa t>a><*ra fmai a belt af Macla caltoa caahmrra. tak*o (ton tba »c-uit ! b«wn >d allb dt>Bp complacrncT tloov Outhrta, Maaaaaa& Uuth- atfa. Lh a raraful baad UMy had avrhail '»• faabmw, m b< ao Hard Ib ci ii * narar tbaucbt II, *aa«Mlly wh»n r* "tiaaaarl - aaarlad Orasnr. Old w^r* a cb>P a-ninala- araand Frac It%»*^2rjrta.'"**^ *"*** **"* "»"*' *•""*»• -•« '• ^-itf-tM**. Thiarr aoaak' Caaar*" anarM »'^ abnui! Pul a bady b*-i«- hla Raddy Onca taan Oi>) Maa CorvM -i*il abo'a a-coia' la ba aoaM-Ba4|r la .iiinnrd Unaa iliat dinner bad di»- tha wur'J. trya. aifiHtixd doKB hla inruil ~~ ~"~ ai'd anx "^ •■""* ^^f*" Waattniaa. aad • iiiir. Aii(M* tn% loaay tlwt ib^i trKA cat «ii( ta ba a cavaranaai omciai of rmirm waa aa aaian a tntk aa I luir*) -i rrckon yauti kaap iba pont- on ?t','.t^ '^ **" '*"" "^* i««^ • '<■"« Ha daitad orr boblad tba ham tiha clwdad at ib« a Bray atifiak, andJlraAay aisd Hadd) * BavJl in tba "poalnmoa alda' af tha roliD<>M,_tat or-isa aaa aaa roiauic 'raont. babind 't^ a^alTa^ et«M>"-n. (Ta W* I'art" kiwwd bin aad haAia aat -evarythind a ait nabi Maand had itta- I that aanaalMnff araa r^a( an iha Wood drsuiad trnin hrr 4eiicai<-i> la .ifaund Iha caraar of Iha ahad. aad ha : untad ^ivmki. itta biLia of b*T *y«( Manr* •■ "*^'"« ••«■* • rarhat fhai Mra da!h altn fT..»»rT if tbay look ti» . , . . ^' _' itroao had uma ^t af tl»a hauaa ta aMte* aey frc»a ala. bird kill Un' ttab dm taaia aa^Mcid, had worn ,,^ ^^mt It aaa aU abaat. Ky tha aha thoufbt. and bifd ha aa-tbat thai tjrmrttion, amad "ttb a •!*•■ i-ma *»>m trot aia uaS thaaa al) aba , braacbt tut daaih. OK pappy, pappy, | —.-_... KiKdad atica. M^«eiilaa In fntnt af tba < "** *■■ "* aaptf pan la «hitn I U haaa la «t>a bin ab-tU bata la "'**- aba aaJactod Tray apartta. aad atica. aro«a. a " a-waaTa d-naar baJ b—r*. 8b- aaa Ictra b"i diJ a.'t lal tba ta .«i aba ibn r<'<'itnt ur'dv. lataty-cl-l. alar* ba aa iba kaapar of fa«t If^al ba •«• *n«ac*l « l»ack» nwi, danf*ilan. and auka »a*Uali»a id. aad Boaaar (wu^'Jn i ini bar. i tM gftfral aMfa ta tba Dry Rldaa **•"• "*<"•» ••a* pi*aa i« aarma Tr^lj^^^a, «f « (in aha baa aa ahimr THE GIANTS OF LILLIPLTANIA •aaaa am By thta u»a iim cirma trauwra had V^ *"■" tha ifwwinaa lauad U- , ^^"'"^ r tha fiaaia la ha laifa , raJdm, .d lyv* ■<*iaad by tw ~ An old *ic»- 'foal aatii aaiiaMa arraasaaanu caahi i IwT atOT.# A ' Oaai^ laundT A c*rt»P"«. T'ltr-j lr-*>Ct>lb airnt wrat af l:^^'h ai*-| naa ta aaotbe* af t*>ra« .r%tt'*i "e'traat airtTia t*nx». tha aaaa mt 1 ain^ia. IT acni* nf lb* In- « I'j' >■ i euni« hatiac apraad wltk tha uti ^* jiapadity ot a 1 fartb a I "N^ araa.' waa tha anawn r"*"> I a an «ha a p proaahad Wa tar talar- I I abOa tha ahaara af Tardlay a t'ak. tha awaa atappad thara ba- caaaa tvrtha hfa a« htat, ba aoaUnt laaalaa a'bal tha barata Tahy Tuckar vould da \t DOROTHY DIX'S DAILY TALK\^^:^^^S1\ZX^.^. Why Some G!r1> C-itlip?* at nu?mpt\ "" ~ '" "" """ "' Hntbara ara of'an craally aa!aal la' a rtindrad imi^. n^-a i land pa* yi 9vt n aaa a Saa aithauch ha triad hi* " buaband , OtAfwy aad aad-ly fa* abat boaa. 1 paaiag.f*. a— d b u aaid f . - PateCT ■ i W-a Tt-.i aa* aaay aa hla ahaap , to »»r« moo^y f _ nnd U^ara tnm baia la Ihar baartj aa tba bifb anundiaa aaaa at tha (atmnrr I'lp* af ■"'> «'a**(8 ha al> 1 balanra «r 'ba funiiy Ob. tba aar , ■<•- >>a»i M bu»din« h* baaa, bad b««B,a»f» aiaia la BacMy Balla ThaK]^- .„ „(,, ^u a^ad yai -eaty lba»,aa»«a«. talT happy ar.aa ».>rBind af b-l iwipiatioo aba had ««— oi affleaa wattad ' "" " bai a— ■ •rnil ^ t,M.» .IriwMvad a laiiap fnun bim aatira ba ! «™ •"" '• aiaraa ai on«a uwiaao -i»a*W" , .-. ,•._ r— • r-— — -• — — - — aai Hilipa- 1 It., •r4 thsn aarF^^ma i- .^a. ani.b nam. ila Jaura iTwn f.*! .u> a I ..'b, Mol*!^ u, laa pablic la-a-noa at " aJ yp n lat of )dM for hrr I I la hf>p pot tba dota Bat aaaa thay ' erandaat bu»din« b* bnaa, bad b*«a : mad ta ptrt tha pack \ "*'*«« J"*"? ""*> ?!I!f5L_ 'i" t^^'l"! ^?" ^'^^•*. -a k-._ I -i; ui&pad r-naitnc aaJ »a— Uy ate II waawl taanaiv ta aaa ii r it «Ma'l aaaa ta fcnn at auth aiiaiT"! that K waitM ba riatil le w * aaan manar af 17 (ntar:<«a aiiti>abr« Baaldaa, Ihara *iw itTitl Uia Iiar^l, Uaiaat clianca af that aabalarahlft. I h. la aa Whao Tuee waa ra^Itap cbMiml^ba ] ^^ Ta _ _ ■■l-J-aail. I'daal' a lb I '"■"*a^ IUj ly " "At Ilia way Old Haa CWaU Kola ha.1 dinear from aa.~ rapJMd Orawiy Ba lair ffitn^Mj Wa atola Uiai ati^- >rr fTwn Iloacar tba Maoad aad • 'J H«y Ceyata aicK it fraa aa I naa* aa ba laaiatad «a baind l!aaa ba MU htaiaaif that It didai •■lak 1«-ai|M, -b-l..* oplliaMk:. ha altPMi Ihat partiapa afar all ha mlKht wM aaa tH Iha amaliar acbolar- a^ita ir ha did ha would aa«ar ra- l^.,\ (ba Bicful aaala af that aatca ..(>•;•'& r.riy ds^laia • i>uld maka a {.It «f diffarvnca in hla ft/>aiic!al cncOi- i!an Haaavar. ba n m u riaa waa tba atahtk, asJ II ~ " ■ . aceordird lo IN C that tba an nrda ■ baa yoa pot K ibat way.- haddy admlttad crodcii^rtr "Aad ha waa vary amart ta aatwit t»a aaeh ciaver papp l a aa w* ara.- nnUnoad Otaeay -you bnow Iha tow ol tb« Gfaan btaadowa and tba Oraaa r^roak It M avarybody for ht at tha atrancth lo tni.s it Wa had I^a wit ta laha that ■I'linn- from Bewaaa tba Haapd. ar>d ■.'H Man Cayota tad tha wft to taka I It [ram ua Mtd tha atranctb ta kaa^ IL ;ll ana aU fair anoiarh. I fftMaa wa 1 r-t an» Mora (4 Vowaara «a- tar a • u-la. wa'va cat to think nma «iii«r way ol ailiiif aar a bon tha haatinc la roar I tmab If i cc.'id bara >uai aaa af thoaa fat haaa mt Faraiar Brawn'a ii waata P'li aaw atraadih lata ay aid banaa 1 wantad |*« t« baap 4 haayara, bat tba \ wnra I (Irinh »a a oair alS »b-»«..B.pa f*» u.a Iburtbi j,,^- aickaS up ki aaMta—Tahy aifhed adairi abooh hiajj ^., ^^jj ^ -Wbaa a*"" -- — * - ' ^^ pluno^rt Inia a (Ta Oe i-.'MXinuad.) l™To' a Tna Gii^ and Oaat. tOrojiry ■ at tha 1 a a try tar ro«T^ «srKa ni AMit^i:HABl.B. h'r.or 4 ilMHiaand f< af tba t*»Ilad bia ["ir-iicnih loifa had 6ivi ahfa Hacbr naile *a« rT'itai 1'" »» T W a »»p — . _ Ifmirtiaa. aad K aahlar'on ■ iiaait waa Tba other day I boiabt a hr^ aii:«h fnal tha butcbar loaacd m».'*'*»v** *^^^ thta oDiy ata^d. ■ lo*^ aad I aaa paloM and aunhtd ah-a I frnibd eot what H coat mm J^-t iI/a'*'Swb«V*bii7'iriii'*ir.iM'b» ai algbtr centa It ael ina bark, that cblchca Ibta and acraaar. atb aa.lB 'h^^ *a»a bar a aart af ana'-'x laah . tu Waabikdian. «ha Iba irM a^l at«ila i*tlaw. i^ninc hiir a aaa quirk aad daft of hed. aa bar fatbar luuaiiy lt.t\ tna ■ at tha paat4ff>r« in bar a wi^a Wmit Wa»a«*a Dstfy^oam. t fl.;ia4 tba batcber'a abacb aad torn ay whiabata \ uaay "niirji 1 wa* rouiiK.' I itcnily rrtad, "aad li>ad ibr<« mtta from Woont^r aaanhird tbal aaa.-^ dotiona eoor b'^ wc«ld bay a bra or raaatar' ^lul «_ . _._ Thro tor a dnllar eaa raul4 bay all kiada of taaba .••^r ■•"• *!*• '^**J' rsa itot canalA of < ;u 1 Thay ara hatrad t« i whva a ' maa i baiwaaa hay daadblar and a _ Owcay nnia lad ntoMfint iriat a<*k. tarn rauaf aaa baraaa^ If Hartbal j,a a aaltar af faaL tha (w'fara ai >aa SM a Jamiiy ifV-.,'.„ Vi'^raiXi'T yaa a,i( find a ao^M wni fu/»i»fta.l. ,.„ , and tha faRiily mch r1a(^r4 Hut ii a ,,T.' , i»m, daabt. Ihrat. warn eai praaaaj tn Iha tVa WMda 'Tba pai maatar hiuBtf la aaaarrahla f'- «rti- iwn t^lWa ufiVara, "Ef da a^«< I warn aha at'd. tl»n. ' WaA ran havp bia atpra rr>Mn now to taa crack o* daoa far aU I fca«' - fa •-»anUa' yo ta taoaa bald a' Tray Saarka anS'aat him ^aaa Vhaa , ^. _ w-v ..t . -« ,. "■' '-" '— • -' "— —- . - T—™,^ aomrt rwind hr^ a*«l " — — aai tfkatMa. a ro*L a paraacrL a p>a and dtfan baby ratHaa ^haliatack traaor bad raa aaa jiiaaa" tba bai«bar aaid. a maa waold aark 1>ka ibaarfri. ana'* wvbaart. v^M al allbt aa erawtaS to bod had «an«4 but Utilt plesrlt^ 1 lu« aa •a 4aaK rear thtbar daanad a di'^iiar bif aa blaaaa. leo a«ndrrr«,l aad th. nkin uf h«apin' comaaay. Im aia craat It aaaaad far aay haman phrai-ra To/ Uka la taa at'-rr i« drr« ^'!^,i, J^*^^.'*l*u*t.'2 C^ r»a. aal rat. «Hba buyiaa chirk^aa. ba^raaaa tvu planW waa i buy a ica. ZtXtlitZk"'-' in i!a aiT^ Tt. yaa grvaMa Uba Ika di<-bana' And thaa, brcktma 1i.a haart wai aora ^.^.^h aban Itfa a.aocw \mf M4 ba w«p( a brtay rtvar. aad vnh ay panoa aiappad bla Saar aad aaota aaSoa ^mmt m wah ihn i ..^ •■ .r> . «Ub a Bvdr.-^fap^wh' ba (.rarp* Maifatv xrwaaj 1 AaJ Truy h^j «a-
    ^. •■>,^ Ti a da antb tt. Olntaa ba nac ■ , H. tall hla vow kaarad I tt ynu t<*a hit away" ~ Mb tcy dnpvr* B>T-ky fMla haadad Mr a— aa Iha raapblaaChDrUa* aalch^a brakan off. la Xtf Mr B-Taa Tlta ToiapUaa ab- lanad i« CT»« " baind aa aeai "^a thaaa m way ef arrt^a'Od fbaaa Lifliuva' aahrd a n.*n of Iba intai rbuniinr hla rtpa. Ui'a. 'Na.* fwrNM tha aarraiar. 'Tn« a tigiN ataaa whh 'aaL" > A oartaa aaan ap naatb ovaHaab frlaad ooa day aad waa faia.dcrably a w rpt lard la And biin laaaahe ta bu aa-rv- ^ wnth. Atiar lb- WfA^y-l irylei to i-t a i I and dii)oi(it*d aa S loid I arm bv ^tor hila K - - . anpa alarv of yoa* ■ ira lata ihM tfaain ' a* m<4 a -and mt »aw' w rr** >Ad ad .ST. a in M. nai.tr* V: a IN tha f,>rai ' ■ batlla. Alac ^-^r and thraa pul I ha pa Mra AM batbraaa- ' And tha ^aaa i a I raahad jp«ai. bar npatdira, tbraa a (r^ataia qf tte t I kmhi rapahi (Ta aa Caataaad * nra orairTa op uujPvtAWUk raa Oaaw aod ^FIGURE 24C— THE LAST PAGE AS PULLED IN TO GET ALL THE READING MATTER POSSIBLE IN THE SAME AMOUNT OF SPACE. 61 Graphic Charts for Visualizing Comparative Figures. In bringing this statement to a close I wish to urge upon all newspaper men the use of graphic charts, such as are shown in figures 25 to 35. • Much can be done with blank graph forms 25 and 26, mats of which will be gladly sent to any newspaper wanting them for 50 cents, to cover cost, postage, and wrapping, from which anyone can print up all he requires at purely nominal cost. The circulation graph figure 27, gives you a visualization of affairs in a way far surpassing any tabular presentation. Likewise the chart for volume of advertising space, figure 28, shows the peaks and valleys much clearer than a mass of figures. Any classification of advertising can be shown like our financial, figure 29, and women's specialty shops, figure 30, in a way that is most convincing and satisfactory. Departmental or other expense can be shown as in figures 31, 31A, and 31B. Paper tonnage, figure 32, can be flashed directly against circulation or advertising and a man gets a wonderful grasp of what is really going on. In figures 33 and 35 I show how the graphs can be used to reflect figures in an entirely different and compact way. Here all figures are reflected in hundreds or thousands as we may elect, and the true significance is apparent only to those who know the process. S% r- 1 c/«7vr res M/TR /fPJZ ivMy K7V rsB M/m /JPJS. r>^ffy xjuNe cxuLy /7UO SSPT OCT f£C toryfL 7 O O O O O Q>7 5 OOO GS OOOO f 6 25000 / 6 OOOOO *^f k / 5 7S OOO / / ."n. . 1 55 O OOO ^^ / / ^ V 52SOOO / ^-^' " "^"^ ^ / / 1 5 OOOOO / '•\ 1 A-7 S OOO ^ / >^ L--^ \ ' 4S O OOO \ ' / V s. J 4-25 OOO 1 / s. \ ^ / -4-00000 \ 1 / \, \ > / 3 7S OOO N "V f N>- - ¥ / 3 5 O OOO N.y \. / 3 25 OOO ^ \ t iO OOOO \ \ / 1 275 O OO V f 2S O OOO 1 1 1 1 i I \ \ i 1 WOMENS SPECIALTY SHOPS. APVERTISINg 67 1 1915 I9J6 FIGURE 28— SHOWING ADVERTISING LINEAG E FROM MONTH TO MONTH OVER A PERIOD OF YEARS BY USING DIFFERENT SORTS OF LINES OR DIFFERENT COLORED INKS. FIMANCIAL ADVEHiTlSlNG 1 c/jTpr. F-SS P'tffR ^J>R r>^i/jy ^c UnjT^z 1 AOOOO 5 7 .^ O O ^ sooo ^- S2.500 ^ r 50COO / -i7500 f 4 50 00 / ^2500 4 ^OOOO t 37500 / 350Q0 1 32Sr^r> 1 / SCCOO i / 27SCO i _•— - .-> 250 O O 1 > ^ ~ ^-p— - ilSOC II . '^^ — ^ 2 OOOO II ^-^ 1 7 SCO ^ ^^^ 1 SOOO ^' 1 2-5 0C .. ^ y-^ --•^ — - — •^ 11 1 nooo ^.:: V" 1 7500 ^ "v v^ X' ^ ^ ?. STOO ^ " '."^ ^ • "^ ^ X 2 OOO ■^ ^^'*^ ■^l-^ -^^ \ so o •^ { 1 1 1 \ \ i=J 1915" 1916 FIGURE 31— USE OF GRAPH SHOWING HOW IT CAN BE USED TO VISUALIZE DEPART- MENTAL OR OTHER ITEMS OF EXPENSE. . THE FIGURES IN THE FIRST COLUMN REPRESENT DOLLARS. 67 WHITE PAPER TOnnAGE C\R.CVJLAT\ON EXPE:NSE ^ 1915 (9ie 1917 ® FIGURE 32-SHOWING PAPER TONNAGE WHICH REFLECTS THE ECONOMIES WE EFFECTED FROM OCTOBER TO AND INCLUDING JANUARY, 1917. FIGURE 31 A. EDITORIAL EXPENSE PRINT ' PAPEQ, BILL 1 — \ _J c//?7V f£3 M/7Ii V^'PR. I^UTY dUNe c/ULY fjua s£pr OCT ?^ox^ D£C TOrAS^ 60 OO 7 soo -^ ^^ 1 1 > ooo ^ n 1 c; fjon V '^^ ^ y 1 <^ O CO , r > y ^^ .'-''*""-. -'''^ ssr>o ^■^ !^ ooo --*^^ „^ ^^ ^ *;oo ^ 1 -4- o c>o 1 ■-' 1 1 1 ■ . ... _=,.«» 1 I FIGURE 31 B. 58 flQURES MEAN HUNDREDS OF DOLLARS FIGURE 33~SHOWING ANOTHER USE OF THE GRAPHS TO GET A QUICK VISUALIZATION OF EXPENSES. 59 CXPEMSC V5. EAr^Mincs oWTV rSB T^/TR. /JPR. r^tOY" c/c/Ne c/ULV aua szpr OCT' NOV D£C VOTjt^y. J exPCNSE * 1 191-4- 96 97 \Oh 86 96 92 ao 76 &0 93 lOI I06 1915 95 93 \oo 91 95 96 87 a2 32 35 98 /02 1916 1 191 7 I9IS • EARNINGS 1914 d4- 91 92 a/ SO S6 76 70 75 as 91 9+ 11 1 r9l5 S6 93 95 a^ 92 a7 7a 72. 76 67 93 96 1 91 S 1917 V I9(S 1 1 1 n 1 - „ 1 \ i FiRST FIQUf^t MEAnS ^9600, ALL OTHERS THE SAME FIGURE 34— SHOWING AN INTERESTING WAT OF VISUALIZING "EXPENSES" AND *'EABN INGS" FOR THOSE WHO PREFER TO SEE THE THING THIS WAY. CIRCULATION CARNINOS v/s. EXPENSES e/M7V fSS T'M-R. ^^je Ai^K •JUNg c/ULY fiua s£j>r ocr NOV DSC \TorAL ejTPEMSC: IQI^ <^l Ifs ^^ 44 /^^ 5^ .^6 fiP 74 fl?. 6C3L _fiL^ 1^1-7 r ^ 1 II i 1 q < ^ •5 • 7 PAR.NINGS 1 o» lA 76 74 6?? 42i S^ m f^4 ^\ 7<=^ 81 V» Ai 1 9 I g 1 I — f-*-*- — (-«- 191^ 1 d t 7 1 1 1 ■ =^«=- FIGURE 35— THE FIGURES GAIN REPRESENT HUNDREDS. 60 f In Conclusion. In this pamphlet on newspaper economies and costing the writer attempts to lay down in some detail suggestions of prac- tical use, and a number of business office principles, systems, forms, etc., which he thinks should be considered as fundamental to the creation of a commercially successful newspaper. There are those who like to look upon a newspaper as a sort of public service utility for the control and formation of public opinion by bosses, the interests, or philanthropists. Practical experience has shown that no newspaper conducted on such theory has ever approached the maximum possibilities of use- fulness to its community open to one run as a business as nearly independent as human skill or training can keep it. No matter what kind of a newspaper we are operating, we should first of all consider costs, business probabiUties of our fields, and other important factors before we can know where we are at. Too many newspapers are being conducted by men who, through ignorance of broad general experience, are deceiving themselves and their stockholders, perhaps by false or imprac- ticable estimates regarding investment, maintenance or returns. There is nothing easier than to ignore selling costs in news- papering the same as in any other line of human endeavor. After upward of thirty-five years' experience in the news- paper business and investigations of newspaper conditions in nearly all the more important cities of the United States and Canada, I find myself almost a "cost fan." I mean that I have seen such a clear demonstration of ignorance regarding basic costs in newspaper offices that I believe the general use and adoption of cost finding systems would cure most of the ills our newspapers suffer from. In his wonderful book, "The Awakening of American Busi- ness," issued last summer, Edward N. Hurley, former chairman of the Federal Trade Commission, conclusively proves that the chief ailment of all American business is failure to recognize the enormously increased efficiencies produced through stand- ardization and cost finding. In one place he shows that, while 90 per cent, of all German manufacturers know costs down to a decimal, less than 10 per cent, of American manufacturers have taken the trouble to put in cost systems. In a recent speech at Chicago Mr. Hurley stated that out of 250,000 American manufacturers reporting to the Federal Trade Commission less than 40,000 were making profits of over $5,000 a year. 61 If it cost any more money or effort to produce accurate and dependable cost figures than the mass of valueless calcula- tions one finds wherever business is projected or carried on, that would be one -thing that might be urged against it, but it doesn't. Ignorance or cowardice is alone responsible for lack of simple cost figures, which causes more business unsuccess than lack of proper financial resources or lack of skill. Nothing that has been touched upon here should be con- sidered except as intended to be practical and usable. t JASON ROGERS. New York, February 10, 1917. 62 y) I COLUMBIA UNIVERSITY LIBRARIES 004425927 Date Due ■• _S-ifite^ ^ lof^r Ml / 1 *»l«198 1 — . — «p MAR ^"1994 Ut Myi^ ^ <^l^^pcK^^>^ _^^-f •.^«'?«ori. t^ END OF TITLE