Results of a Scarcity

Recent effects of the paper shortage:

Dallas. In a News editorial: "Mch hs bn wrttn abt rfrmed spllng as a savr of spc. Possbly ths wld b a gd pln. Bt it wld b a bttr pln if it wer carrd frthr. If a systm of abbrvtns wr adptd, as mch as 40 pct of spc cld b savd. ... It wldn't be so hrd as u mght thnk. U cn read ths, cn't u?"

Miami. The thriving Herald (circulation up from 73,800 in 1941 to 103,000 this year) had failed to stick within its WPB paper quota. Result: even with an extra, 193-ton grant from WPB there was not enough paper to finish the year at normal rate of use. The Herald's drastic remedy: to eliminate all display advertising and to cut classified ad space in half. At least until year's end the Herald, usually 20 to 30 pages daily and 60 Sundays, will continue at a 12-page daily, 30-page Sunday clip.

Maquoketa, Iowa. In front-page boxes headed "We're Sorry," the weekly Jackson Sentinel & Maquoketa Excelsior has informed its readers several times that advertising was so heavy that many news items were being omitted.

New York. Editors of the Hearst-owned American Weekly prepared to bring out their widely circulated Sunday magazine (7,000,000-odd readers in 20 big newspapers) in tabloid size beginning Jan. 2. Founded in 1896, the American Weekly rates sixth in revenue among U.S. magazines, although the WPB classifies it, for newsprint-rationing purposes, as a newspaper.

Williamsport, Pa. Grit also will go tabloid at year's end. A flamboyant, copiously illustrated country weekly that goes to some 580,000 readers in & near 16,000 small U.S. towns, Grit has been informing and entertaining rural America for 61 years. Its formula: a summary of the week's news, plenty of almanackish data, homemaking hints, news and features about Hollywood, radio and sports.

All over the U.S. Magazine publishers were beginning to ration subscriptions in a big way. Examples: Hearst magazines (Good Housekeeping, Cosmopolitan, Harper's Bazaar, etc.) now accept no new subscriptions, will take only renewals. McGraw-Hill Publishing Co., publishers of 26 trade journals (American Machinist, Aviation, Business Week, Electronics, etc.), will accept only enough new subscriptions to replace subscribers who fail to renew. Curtis Publishing Co. (Saturday Evening Post, Ladies' Home Journal) still accepts one-year subscriptions by mail, but solicitors take them only for two years or more.

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