GET THE PAPER TO THEM ALL, AND SEND THEM THE BILL PROMPTLY
By LLOYD RICHES, Editor, Malheur Enterprise
[Mr. Riches, who is one of the most successful of the younger publishers in Oregon, speaks from experience in both of the matters touched on in this brief article. They are matters too often neglected, and they are not trifles either.]
WERE I to be asked my opinion of the two most important items
and butter point of view—is to be read the one which worries more publishers
“correct and prompt billing of all charges
than the other—it is to get the money for services performed. The best way to get it that I know of is to place an accur
and accurate mailing of papers.” I des ignate these two as the most important
at stated intervals.
because my observations while secretary
average buyer of newspaper space and
of the Oregon State Editorial Association lead me to believe they are considered
printing reasonably willing to pay if he has the opportunity every week or month,
the least important by many of the coun
as the case may be. I know of shops in Oregon where fully
in the varied details incident to publish ing a community newspaper I would say
try publishers.
Many people permit the enthusiasm and love of their work to obstruct the vision of the ultimate object this work leads up to. I have known amateur photographers to spend a great deal in time and money making unusual exposures and developing
perfect negatives and then let the nega tives lie unprinted for months.
Some
community
newspaper editors
are like these amateur photographers. They publish a newsy, well-printed paper
and then pay little attention to its mail ing.
Through a faulty
or
carelessly
handled mailing system a big percentage of their subscribers miss the paper each
ate bill into the hands of every debtor
I have found the
25 per cent of the services performed were never billed. This statement is not guess work. In several different instances I have checked up and proved it. I would suggest adding to the motto above: “Make a charge for everything when
the sale is made.” I do not want my fellow editors to think I am holding myself up as a shin ing example and unduly criticising them. I am fully as careless as any and more so than many. But these two little de tails are very carefully watched in my office. I can recommend them as worth while.
week.
A good motto for every small shop to adopt could read like this:
The Oregon Blue Book newspaper di
“This paper is not finished until every subscriber has his copy promptly.”
rectory is being revised for the coming issue by Hal E. Hoss, secretary of the
The bookkeeping system of many small shops is even more carelessly handled than the mailing system. From the pro fessional or ethical point of view the ul timate object of the newspaper is to be read. But from the cold-blooded bread
Oregon State Editorial Association, as sisted by the School of Journalism. There have been a good many changes of man agement and ownership during the past
year, with the entire list requiring over a hundred corrections.
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