Thursday, Aug. 18,193?
Scout's Ad
INCREASE IS
INDICATIVE
OF BUSINESS
Newspaper Depends
On Its Volume Of
Advertising
With i - great increase in circulation,
number >f pages and news material
ca? r ted in its column, the
Scout has become one of the best advertising
weeklies in the south.
Since advertising began the news
paper has always been the best medium
and now advertising methods
have far t > go to surpass it. The
teason for its superority lies in its
capacity t,? have its contents studie<l
and anali/.ed by more people in order
o realiz* its full significance.
f Whether advertising is good or not
hi the newspaper depends upon howmany
people subscribe to the paper
and whether or not the advertising
is placed and displayed well enough
The circulation is the main valuegiver
of advertising, and for that
reason newspapers are always striving
to increase their list of subscribers.
1 he first edition of a newspapei
just starting out has no paid subscrib
n but even the smallest heginnct
sends out si veral hundred copies of
the paper, week after week, so that
the people may determine its value
to them ami if they feel it is worth
it. subscribe.
I*mm this slim-string start the
newspaper, gradually, over a period
? t years, builds a large paid circulation.
The more it . t
... w? ^ in- more .
. <l\. rti.-ihtf is worth and the more ad-,
wrti-iuu: t h?'i is that will hi* inserted
i it columns. That is where
ih v. p.: r advertising receives its
grea*. value.
The Cherokee Scout, in i!s fiftieth
anniversary year, has shown howl
much a circulation can grow in this]
length of time and how much the in- j
crease can he Imilt up in a shorter
lime.
In the few short years that the j
Scout has been under its present
management the circulation has tripled
Before the era of this manage- |
ment the Scout was enjoying the largest
circulation in its history. Theretore
any advertising business man
see how valuable his ad would be if
be if placed, in this paper.
The addition of interesting news
features, columns, and the superior
display and placing of the advertisrer's
message in the columns of the
paper also add much to its value.
With all the increase in circulation
and the improvement of display, advertising
in the Scout has not been
raised in cost which means in short
that the advertiser of today is receiving
a great bonus.
Here is Alta
the elephant who never
forgets! And you won't
forget Alta either, after
you've seen her clever
performance in
BIG TOP
by
Ed Wheelan
?the new and stupendous
comic strip of the
circus, filled with glamor,
suspense, surprise, daring
acrobats, death defying
performers, comic
clowns, and ferocious
animals! The first show
starts soon?
In This Paper
I The Cherol
Ivertising L
SOCIETY EDITOR
EQttlRMv
4
IKMlBHHWBy
*?
| ^
Miss Hillie Jackson is a native of
| Murphy. She is a daughter of Mrs.
iThelma Dickey, manager of the
Dickey hotel, l^ast spring she gradu.
uteri from the Murphy high school
lot.. i:_u..a i flwfiW BBS I
Mill 1.1 ?lll aiiiMii|iiimnu piaiitoi diiu
lias innumerable frierxls throughout
! the community.
What Other People
Think Of Our Scout"
rollowiiisr arc a few personal state-1
im nls -if ci'.ixens of Cherokee conn y
and subscribers for the Scout for
many years, giving their frank opinion.-.
t?f it.s worth to the community. :
"I think the Cherokee Scout is the
Im-sI weekly paper in this entire section.
Kspecialy am I proud of the
profits* the paper has made in the
U>t few years." Mr. U. C Maltox.
Most lavisr of all in hist praise for
the Scout'is .J. H. Ellis, successful
farmer of the Martins Creek section.
"I think the Scout is the most wonderful
paper I ever saw. It is a great |
help to the community, he said.
"The Scout is more advanced now
than at any time since I have been
residing in Cherokee County. We
are very fortunate to have Mr. Lee
and his staff in charge of its production.
The people should be proud of
our paper since few counties have as
good a paper.**?Mr. W. A. Savage.
"I know of no paper in Western
North Carolina that has so successfully
and consecutively served the
section than the Scout"?Judge Felix
E. Alley.
"The Scout is by far the best week-I
ly paper I have ever seen and I have J
seen lots of 'em. Especially do I
iike the editorials carried in the
columns of the paper."?Mrs. Thelma
Dickey.
"Of the Scout I can only say that
it surpasses any small town paper I
have ever known. It is far superiot
to the average.?Peyton G. Ivie.
"We have always realized full cooperation
from the Scout staff and
feel that all business and the community
benefits from its news"?It.
B. Wooten.
"There is no more beneficial medi
Meet Up With |
PA PIPPLE,
Folks! |
You'll love the salty ;
old reprobate?see ]!
him every week in
MESCAL IKE
By S. L. HUNTLEY |;j;
kee Scout, Murphy, North
.ineage Sho
Many People Scan
Pages Of Old Scouts
An average of a person a week
comes to the Scout office to look
through the old copies of the Scout
for one reason or another.
Many seek historical facts, some
seek material for articles, some seek
data and yet others just want to see
that* write up they got when thcv
were married 30 or 40 years ago.
Several persons seeking information
of the county have spent as much
two weeks looking through the
copies.
am of promotion of .agriculture in
Cherokee county than the Cherokee
Scout. It goes in all the homes and
ihe farmers rely on it"?A. Q. Ket
ner. I
"The Scout has meant a great deal
to Murphy and its development in
'he past"?E. C. Moore.
"I have had personal experience
with the good work the Scout doc*
in promoting ai woilh while interest?
of the community"?Wade Massey.
"The Scout is to be congratulated
on the cooperation it has given us"
-Ed Studstill.
"I fell that the Scout always serves
good worthy intrests for the community"?Dr.
J. N. Ilill.
4 I think that all merchants in Murphy
should subscribe a greater portion
of advertising to the Scout",
(Name withheld from publication by
request).
"The Scout certainly serves the
best purposes of all business in Cherokee
county", John E. Barr.
To these and many others who
have given unsolicited experssions of
appreciation to the Scout, the management
is indeed grateful and will
i-nuvavur to extend itself even further
to justify the confidence placed
in it.
Scout Publication
Is Large Business
(Continued from front page)
It is the sifting of these events,
determining which are important to
the niajot ity of the people and which
aren't, that requires skill the average
person, without some degree of training,
cannot supply.
And the selection of news to go
into the paper is only the beginning!
First the type must be "set up"
on a machine that is as complex as
any mechanism that can be found?
a million parts working on split seconds
to furnish the "line of type".
It takes a skilled person to operate
one of the machines?a man who has,
ent many tedious hours in learning
its intrii ucies. Then the copy must
he read, and corrections made. Head
lines teling the entire story in a
few words (the amount of display
is judged by the importance of the
More han 1500 pounds of linotype,
stereotype and monotype metal are
used in the publication of one issue
of the Scoot.
Paper used for printing the Scout
arid Job Work is purchased in Ton
Lots.
43 different shades and colors of
ink are used in tTTe Tfcout Job Printing
department.
~~~
Wouldn't
it be awful
?if there were no comka
to lighten the cares of
a troubled world?
Especially, such laughprovoking
comics as
S'MATTER POP?
I Here is good clean
American humor, the
kind that appeals toevery
member of the family.
"S'Matter Pop?" is a
regular feature of this
paper. Watch for it.
Carolina
ws Increasi
BOOKKEEPER
A 4jj?> I
' "~r'J' W^Mt1
Miss Hat tie Palmer is another nativo
of Murphy. She is the daughter
of Mrs. "Dixie" Palmer. Miss Palmer
has lived in Murphy all her life.
She was employed by Mr. C. W.
Bailey, former publisher of the Scout,
for a number of years before the
present 11 anagement took it over.
story) must be written aixt likewise
'set-up".
All the type is then put into a
form. There are many processes
only famiiar to the layman in placing
the form 011 the press and getting
?t ready for printing. After the
printing process is performed, the
office force still has a big job to do
The papers must he folded. They
must be labeled (and wo be unto th
office when one is improperly labeled),
then they are sorted out into
mailing zones, tied up and placed in
the postoffice.
The average person will g ant you
that much, but that's only a small
part of the job Few weekly papers
were ever financially successful un- (
less there was a job printing business
to support them. This requires thousands
of dollars in machinery and ,
equipment and a staff of workers.
Weekly newspapers attempt to "break
even" on the amount of advertising i
ihey carry. Ami the job of getting
up advertising is another process,
which if rightly accomplished, re- (
quires special knowledge and skill- ,
Take any paragraph in any goou
newspaper (the paragraphs are al- i
ways short in a newspaper to facili- 1
tate reading). There are hundreds
of facts and expressions conveyed. 1
The right word must be chosen in
every instance to properly explain
the procedure of the story and keep I
bias and opinion out of it. One er- ;
ror in any word can cause havoc. j
Here is an incident of the sort. A ;
reporter once fired a story to his
newspaper calling Mr. Smith a gentleman
of culture. Somewhere be \
?Aveen the wire and the rewiite man ,
there was one of those "unavoidable j
errors". Mr. Smith was mistaken for ,
a gentleman of color; and wiier? the ,
paper came out he was a Negro. One ,
slip in any story and the offended |
parties come bounding in on you?
as if they were intentionaL I
Yet people say there is nothing to
it except gathering the facts and
writing them!
I . . r
intimate oc
Lives of Fan
/? Here you have Pop Wimpu
istic pose. As you can see
face, this hurts Pop more th
r
For further revealinq sc
in action, turn to
"S'MATT
| IN THIS AND
I
I
s Annually I
Here's another angle. Hi SmitVs I
lawn party may not be inter- sting to 1
Mr. Jones who is watching the record I '
of the second baseman on the Ih-truit
Tigers; and Mr. Jones' I. -. i story '
will probably not be inv-. p,
little Willie who wants to sprawl out
;n the middle of the fiooi i his
stomach, chin in hands, an ! -.-1 the
tunnies. The soda-jerk wo lot mi
a copy of the continued story; the
politician is interested only in tits
meetit-g last Thursday nigh in the
Fourth Ward, and Miss P>i-c i clips
all the poems anil favorite recipes
To give a variety of nr. each
newspaper that gives complete coverage
to its community must have departments,
namely: news lories.
cuiuoriais, social, sports, correspondents
news of nearby communities,
and features on every subject from
pie crusts to bunion cures.
In all this process there a corps
of five to seven people working tirelessly
everyday.
All this has been in the wiy of
giving some idea of the \v uk that
has gone into Cherokee county newspapers
in a span of half a century.
There's a difference between following
a line of duty "when you
feel like" and "when you must".
And certainly the publication of a
news paper is a clean-cut ease of
"must".
No matter how adverse the < onditions?broken
down machinery. ill
health, bad weather, financial losses
and a horde of other liabilities "the
paper must make the mail".
Cold nights back when every let
tor in the paper had to be tediously
set by hand, sickness in the miily,
business at low-tide due to .! pr? sing
conditions, yet the fori. . .ikon,
withall, and the mail i made.
It's fun to cover a murder. .. i 1 itical
meeting, praise the bride gown
and get in the picture show free.
Ilut those are only incidental tilings.
The business must go (and there's
no business in the world that so necessarily
relies on the commie.' as
that of publishing a newspaper); for
if the business doesn't, the paper
t-a n't.
"What of it?", the rcadei a.ks.
"The paper's handy but I nil get 1
niong without it".
But can he.
Imagine a commuif you can,
entirely cut off from printed news
of any sort.
Word of mouth will do. but it's
not reliable or satisfying. Everyone
has had experience with the "grapevine"
method of communication; and
they know it's not always reliable.
Why is it people will attend some
function, yet rely on the newspaper
to see just exactly what happened.
How else could Cherokee county history
have been preserved than in the
Scout and its predeessors?
In unfolding- a half century
journalistic service to the community*
the Scout ha* hudled innumerable oh
stacles. The way of the newspaper
isn't always the easiest. Every person
and every business in the community
has a part in it, and for that
reason any discrcpency brings a rebuke.
Yes, patting out the paper :ularly
is a pretty big business ? but
it's a job that every true newspaper
man loves to do and do well, believe
it or rrot.
/
enes in the
nous Families
m \
- *
u and Willie in a charader*rom
the expression on his
an it does Willie,
enes of the Wimpus family
ER POP"
EVERy ISSUE