Weekly Newspaper Publishing Economies in 1931 And 1932 An Analysis Based On a

Thomas F Thomas Frederick Barnhart

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417 + Advertising REPLIES IN THE ADVERTISING SECTION of the survey reveal a "tightening up" in every branch of the department. Pages show high- er percentages of paid space per page; papers eliminate extra pages where possible; expendi- tures for advertising services and features are be- ing pared to the bone in some cases and increased in others, and services to space-buyers are being curtailed.
The Burlington (Wash. ) Journal reports a "group use of cut service with neighboring papers, WNU se...nding each of us proof books, and cuts to the central shop. " The Claremont (Calif. ) Courier reports: "An arrangement with three other newspapers where- by we each solicit certain accounts and set certain ads, all of us using the same ad when it is to run in all three newspapers. " The Wadena (Minn. ) Pioneer Journal, to com- pete with ol' man depression, has set up a yard- stick for the number of pages it prints. Each must carry a 40 per cent advertising load. Con- densing of good news matter makes the task easier.

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