Page:Oregon Exchanges volume 7.djvu/35

THE publishers have not stated the price of the book, but whatever it is, it’s worth it to a country publisher. “The Community Newspaper" is a rare combination of the theoretical and the practical. There is both information and inspiration for the small-town newspaper man. The smaller town needs a new type of newspaper, in the judgment of the authors.

That the paper should “discover and help to prominence an occasional new man or woman endowed with civic vision and potential leadership” is something of which many country publishers have seldom thought.

How a community newspaper builds up its community through adequate news report, effective advertising and wisely constructive editorial is explained, with enlightening examples. The relation of the newspaper to the public-serving agencies, such as educational and religious institutions, commercial organizations, public-service corporations, local industries and business houses, is effectively brought out in the three-fold connection of news, editorial and advertising. The handling of small-town news is entertainingly and instructively discussed. The edit0r’s opportunity for constructive suggestions on the editorial page, through sympathy, inspiration and criticism, is pointed out.

Any publisher who is not himself thoroughly convinced of the service value of advertising to the readers and the community at large, should read “The Community Newspaper.” The book not only shows that the advertising serves the com munity, but effectively tells how this idea can be put across to the reader through the columns of the paper itself. Just how advertising effects economies in retailing is clearly told—good medicine this to give the small retailer after lunch at least once a week. How to sell advertising space, how much a dealer should expend for advertising—these questions are taken up, with specific and detailed information.

Rates; national advertising; classified and how to develop it, are other matters treated somewhat fully. The index contains more than one hundred references to advertising.

The book radiates ideas and suggestions; its ethical tone is high, though there will be some disposition to question whether the “representative, elected by men women of a town, and responsible to them,” should, in “giving an account of his stewardship," be restricted to “his own paid space in the paper and over his sig nature.” Most papers will continue to believe they are rendering better and more disinterested public service by doing this sort of thing free in their news columns. Oregon publishers will be interested to know that the Oregon Code of Ethics is quoted in full in an appendix and that this code, written for the State Editorial Association by Colin V. Dyment of the School of Journalism, is the only one quoted.

Typographically, “The Community Newspaper” is excellent, although like very many of the works lately coming from the press, its is not without proof reading flaws. We find, for example, on page 22, consensus of citizen opinion, and on the next page something is referred to as irresistable. And Dyment is misspelled Dymait.

Nevertheless, every community publisher should have

a copy.