New Trade Papers

Agitation for the reduction of telephone tolls has long sputtered fitfully among U. S. newspapers. The press, largest user of both Postal and Western Union wires, is accorded two cut-rate services: Day Press Rate ( 1/3 full rate) and Night Press Rate (1/6 full rate). Although newspapers do not use telephones for long distance communication to the extent they use the telegraph, publishers feel they deserve a reduced tariff for certain services comparable to D. P. R. and N. P. R.

Last week Publishers' Service, youngest press trade journal, gathered about itself the full dignity of its six weeks and editorialized: "Publishers' Service unqualifiedly assures the newspaper industry that it can make a comprehensive and intelligent presentation of its cases to the telephone company [American Telephone & Telegraph] with thorough hope of not only fair and open-minded consideration by the telephone companies [local subsidiaries] but also with every likelihood of action favorable to all newspapers and the nation at large."

Publishers' Service was founded by Theodore Arter Jr., editor and general manager of the Altoona (Pa.) Tribune. Its resemblance in format to Editor & Publisher, grizzled commander of the field, may be accounted for by the fact that its managing editor is Philip Schuyler, one-time news editor of Editor & Publisher.

Already getting a name for itself as a crusader, the latest project of Publishers' Service is to find employment for some 1,000 Manhattan newspapermen who are out of work. Most of the jobless journalists are youngsters who have left schools of journalism and small-town papers to come to the Big City and make good. Publishers' Service plans to run loo-word biographies of unemployed writers, publish them with a byline. Should a managing editor need a reporter, he can pick out one of the biographers.

Until the magazine achieves a creditable circulation report so that it may "equitably set a rate," it will carry no advertising. Because its usefulness is strictly limited to members of the profession, Publishers' Service may never attain more than 7,000 readers.

Even more restricted in its circulation was another newcomer to the technical press which found its way to the desks and laps of advertising men this week. Minutely calculated to appeal to 2,500 owners and executives of picked advertising agencies and officials of industries advertising nationally, Advertisers & Advertising Agents presented in its first issue a digest boiled down from "trade papers . . . statistics from Washington, Harvard and other bureaus of business research."

Advertisers & Advertising Agents, shrewdly spotting its subscribers in advance, ultimately hopes to be read by the handful of men who "are personally responsible for the success of more than 90% of the money now spent for national advertising."

The first issue carried a half-dozen pages of editorial matter chiefly composed of business minutia, brief intimate comment by some of its possible clients, a gazette of recent changes in advertising personnel.

Published by E. R. Crowe & Co., Inc.. its editor is Kenneth Mackarness Goode. once associated with the Saturday Evening Post.

Pridefully Advertisers & Advertising Agents pointed to its original subscribers. Among famed publicists to whom the magazine is to appeal, in much the same manner as a club bulletin, are: Bruce Barton, Roy S. Durstine, William Hart, Adam Kessler Jr., H. K. McCann, Frank Presbrey, Stanley Resor.

This file is automatically generated by a robot program, so reader's discretion is required.