Newipapers
(Continued from page 1)
home heaters.
The advertising department ha*
between 100.000 and 150.000 mats
In It* files. Most of these come in
from mat services?1200 a month
from.one general service alone. Ad
vertising mat services furnish pic
tures suitable for every season of
the year and just about every event
which might occur. If an adver
tiser decides that * Picture of a
drummer would tie in with his slo
gan- of "You Can't Beat Our
Prices." the advertising staff can
turn up the required drummer. If
somebody wants a sketch of a wo
man at a washing machine, or a
swirl of autumn leaves cascading
down?there it is.
In addition to the major service
which supplies all types of pic-!
tures. The Mountaineer also sub
scribes to services w hich special
ize in jewelry, furniture and gro- j
eery merchandising, respectively. j
Besides these, the department files
mats furnished by its various ad
vertisers which they, in their turn,
have received from the national
headquarters of the firms whose
goods they stock.
These and other files occupy
most of tile space in the advertis
ing office. There is room, however,
for two huge tables for making lay
outs of the ads. Each table is big j .
enough to hu| da sheet of paper i i
the size of a newspaper page ? j i
17 by 22 inches. Here the staff does ;
the careful, precision job of "draw-'
ing up a plan" of the ad. large or |
small, complete with pictures, let- ,
tering and any ornamental lines. |
For instance, suppose an ad- I
vertiser has phoned i We'll hope \
that he has saved his time by ask- j<
ing to speak to "Display Advertis- I
ing". Want ads do not come under c
this department at all.) He tells s
the advertising writer what he
wants to feature and how much |
space he will use. The staff mem- (
Dor may do aino 10 ncip mm wun s
suggestions. If ho wants to use pic- |
turos ? and the staff encourages ?,
Iheir use?there are several pos
sibilities for the next step. In r|
dealing with a -merchant whose (|
tastes are well known to the ad (
man. the writer may himself select (
appropriate illustrations and make ^
up an ad for the merchant's inspec- (|
tion. In other races, he may take
copies of the cuts made from avail
able mats around to tile firm, where .''
the advertiser makes his own seler- j
tion. Sometimes the merchant will ^
decide to come to the Mountaineer
advertising office to choose his
cuts and discuss his ad jn detail.
He gives the department his copy ^
including descriptions and prices, j
and the staff makes a careful lay-! (|
out. Pictures must go into theli (
proper places: type must be lei
tered in the exact size in which it .
will appear in the paper. The lay j ^
out then goes to "Ad Alley," where
the compositors use the I.udlow j
machine to make the correct size |
and style of type. j j
The cardboard mats w liich are so
important in advertising must go j s
to the stereotype room, where |(
metal castings are made from j,
them. They must first be heated,
even scorched, to get rid of every le
speck of moisture. As much as a
spoonful of water can be gotten (
out of a half page of the cardboard. (
Mailing to get into the act is the (
furnace, which holds about 1000 j
pounds, of metal sizzling at a 750- ,
degree temperature. The mat K ,
placed on a heavy frame; tin- j
molten mclal is poured onto it; the 1
top of the frame is fastened tight- |
ly and something heavier than the ,
bride's biscuits is left to bake j
When this process is finished, the (
casting is trimmed and sawed ready!
to go to its proper ad. and the mat j
is returned to the advertising in |
news files. | t
After the paper has bu n printed
all the metal eastings anil type are
dumped back into the stereo fur
nace. Today's front page type Roes
into the melting pot probably
sooner than the paper lands in the,
wastebaskct
As soon a- an ail lias occit set
the original layout and the proof i
go to the proofreader, who checks
carefully for typographical errors
and crros in composition. A cor
rected proof Is made and this, if
he has requested it, is shown to
the advertiser. At this point minor
changes may be made at no cost
to him but only if time permits.
Deadline for advertising is the
same as for news. 10 a.m. on press
days However, only small ads can
be handled near deadline. As a
general rule, the further ahead of
time an ad arrives, the better ,-cr\
ice it receives. The department
keps a day-by-day file of all mate
rial for use at a later date. Kight '
now there is one mat ready to he
printed on December 27, but most
agencies work about 30 days in ad
vance.
After a revised proof of the ad
has been OK'd. it goes through the
same wind-up as news material An.
advertiser may have specified that
his ad run on the farm page, or the
vacation or sports or society page
T.argo ads are placed at the bottom
of the ?agc. smaller ones above.
Sometimes the advertising de
partment will make a new photo
graph for an advertiser, hut the
bulk of The Mount ilneer's pictures
are the outcome of news tips. In
either case the photographic pro
coh* is the same
The Mountaineer uses twe regu
lar press cameras, w hich t ike pic*
lures 4 by 5 inches. They are equip
ped with tin- familiar flash units as
well as with the newer "strobe"
lights Strobe is handy for fast
moving events like football games,
as the bulb does not have to be
changed after each shot and the
mechanism can "flash" as many as
iOOl) times a second.
I.lght IS the photographer's main
preoccupation. Before he sets the
many gadgets on the camera, lie
ooks to see whether the sun is
iright or overcast, whether the
vails of a room are dark or light.
>n The Mountaineer's cameras he
las a choice among almost 300
'ombinations of lens and abutter
ettings.
He slides film into the back of
lis camera - press cameras take
wo sheets at a time -pulls out the
tide which protects the film from
Ight until it is in the dark camera,
nd he is ready to shoot
Back at the office the exposed
Inis go down to the photographic
arkroom. Unloading the film and
utting it into the developing
inks must be done strictly by the
nieh system, in complete dark
ess From one chemical solution to
not her the film goes until finally
is washed and hung up to dry.
From hete on the worker can
ork by a dim. yellow-green light
le may make a contact print, so
alled because it is made by ex
osing together the film and the
ensitlzed printing paper. He may
take an enlargement, in which
he film is<put in a carrier a given
Istanre above the paper, so that a
irger image is projected dow nward
u the paper. After the paper has
ecu exposed, it goes through an
ther system of chemicals, is wash
d and dried and is ready to go
ack upstairs to the engraver.
The Fairchild Scan-a-graver util
es a photo-electric beam to dupli
ate an ordinary^photograph on a
heel of special plastic which
inks like deep blue celluloid. The
lack-and-w liite |>riii| is fastened
round a cylinder at one end of
lie machine; the blue plastic goes
round a similar cylinder opposite;
lie pencil-thin beam of light "sees"
lie image and a red-hot needle
lunches the plastic in eorrespond
ng lines. The completed plastic is
aped to a metal base and after the
isual precision trimming is ready
0 go into the page form.
The Mountaineer's engraver
lolds a piece of plastic only 6 by
1 inches This means that the fin
shed picture may take not more
hail 4 columns in the paper.
Most people will be surprised to
earn that only a very small frae
ion of the shots that a news pho
ographer nukes ever see the light
if newsprint. He may use SO
>ieces of film in a single day?
ind wind up with live in the paper,
'art of this seeifviliK waste is inten
lonal A photographer will take
levefal shots of one scene as ln
.urnnco that he will get one really
jood one. Too often, in taking
(roups ot people, somebody wig
tics at the wrong moment or. as
uppened recently. sotnelKKly hap
pens to blink just at the split sec
ind that the flash liulb goes otT. In
ither eases one angle of a new
Miilding may turn out to photo
graph much more realistically than,
mother, or one phase of an opcr-1
it ion may he more dramatic than
ho next. The photographer's job
s not to decide on the spot the
>nc best picture to make, but to
nakc as many .is good sense sug- j
tests so that the editor may have |
i varied selection front which to,
nakc his layout,
Advertising, want ads. pictures.'
?utlines for pictures, news copy,
catiircs. headlines ? even w hite ,
pace?flow together to emerge as,
i nickel's worth of newspaper '
Twice a week. The Mountaineer j
?taff watches the hands of the clock
ace toward noon?the press rum
ties below, printing the second or
bird section page forms are fili
ng rapidly in the first section?"I
swear I wrote a head for the Cl)l'
neeting"?"But you've RUt to find
?oom for this two-column cut" ?
Are you through with that story
rrom the Sheriff's office" ? "Can
anybody think of a short word in
dead of announced . . .
\ reporter seurrie* buck toward
lite ropy hooks with a handful of
typing and the pleased expression
if a kitten with its first mouse a
co-workcr glance* up and returiu
! to furious pounding on his type
writer. In another few hours ?
stack of neatly folded papers will
| lie on the counter; the men in thi
composing room and the press
operators will wearily put out thr
lights, and the news and advertis
ing stalfs will start resolutely 01
|their copy for the next issue will
tlic determination that this tim<
they'll make the deadline withou
Ineakjnri their necks.
STREET HAVING project in llazelwood is watch
ed with interest by officials. The resurfacing of
Main Street, with over X00 tons of asphalt, is a
project of the state, but one worked up bv the
town officials, and the Finer Carolina Committee
of Ihr town. Shown looking on as the machine
lays the asphalt include: Mayor Lawrence Davis,
Aldermen John Hlayloek, llowell Brvson. Chief
Roy Stevens, Paul Brvson and A. P. Ledbetter.
(Mountaineer Photo).
Rotarians
(Continued from page 1)
chairman. Dave Hyatt, Mrs. Hal
lett Ward. Mrs. Dave Hyatt, Mrs
John Johnson, Mrs. Charles Way
General Entertainment ? Dar
Watklns. chairman, Ralph Prevost
| Charles Way, Thomas Stringfield
Jim Massie, Dr. John Penny.
Radii's' Entertainment ? Mrs
Bill Ray. chairman. Mrs. Dick Bar
ber, Mrs. Ben Colkitt. Mrs. Jack
Elwood, Mrs. Dave Felmet, Mrs
Jim Kilpatrick, Mrs. Tom Lee,
Mrs. Pitt McCarroll, Mrs. Bill Pre
vost, Mrs. A1 Riegg, Mrs. Tommy
Thompson.
Halls and Meeting Places ? M.
11. Bowles, fhairman. Earl Brend
all. Hugh Massie, Bill Medford,
Housing?Jim Kilpatrick, chair
man, Jim Fowler, L. N. Davis,
Jack Way, Dick Haynes.
Printing ?-. Curtis Russ, chair
man. Jim Gwyn, A1 Riegg. Jim
McKinley.
deception ? - J. 11 Woody, chair
man, Lyman Reed, Aaron Prevost.
Charles Ray, Tommy Thompson.
Herbert Gibson, Leo Weill, Bob
Stretcher, Wingate Hannah, W. N.
Thomas, Noble Garrett.
Registration ? Bill Prevost,
chairman. Johnny Johnson, llal
lett Ward. E. A Williamson.
Transportation ? Felix Stovall,
chairman. Ott Ledbetter, Tom Lee.
East Pigeon CDP
Meeting Thursday
By MRS JOHN W. JOHNSON. SR.
Community Reporter
The East Pigeon C.D.P. will meet
Thursday night at 8 o'clock at the
Bethel School.
Those attending the church ex
tension meeting at the Ashevllle
Presbyterian Church Thursday
night from Bethel were, Mr. and
Mrs. Wiley Medford. Miss Jannette
Sheffield, Miss Annette Sheffield.
John Hardin, Henry Hope. Jr., and
Mrs. John W. Johnson.
Mr. and Mrs. Van Wells and
daughter. Mrs. Manuel Grant, and
son. Sgt. Zono Wells, who is home
from Japan, visited Mr. and Mrs.
Kell Led ford at Franklin Wednes
day.
Kills Parris and Mrs. Pearl Me*
C'lure were married at the home
of Kev. and Mrs. Thomas Erwin
last week.
Miss Audry Sherrill, who is
teaching at Bellmont. spent the
wt ekend with her parents, Mr. and
Mrs. L. M. Sherrill of East Pigeon.
We are glad to report that Mrs.
(' S. Kolliiis is able to be out again
following a serious illness during
the summer.
Mr. and Mrs. Charles F. Har
grove of Charleston, S. C., spent
th.' weekend with the former's
parents, Mr. and Mrs. Kufds Har
grove. J
Frank Sorrells. Jr., is eonva
leseinR at the home of his parents
on Lovejoy after having been a
patient at the Haywood County
Hospital for the past week with a
throat infection.
Mr. and Mrs. Hugh Terrell of
West Pigeon are taking a vacation
iri Florida. On the way they visit
ed t|ieir son, HuRh K , a student at
Wake Forest College.
Mr. and Mrs. Wiley Medford of
Pisgah Drive, and Mrs. Lee Cham
bers visited Frank Wells, who is
ill at his home in Morganton
The Whatsis
Is A Quince,
Grandmother Says
It's a quince.
The yellow-green what-you-inay
call-its which have been in The
Mountaineer's window since Mon
day have been identified as fruit
from grandmother's quince tree.
Grandmother is Mrs. Nola Evans,
who now lives on Short Street, but
who formerly lived on the Howell ,
Street property now occupied by
Samuel Wilson. According to her
grandson, Gary Evans, she planted
th" tree herself about eight years
ago. Gary vouches for the fact
that they make mighty good eating
and mighty good preserves.
Mr. Wilson brought the fruit
to The Mountaineer office Monday i
after he and his co-worker at Day- j
ton Rubber had been completely ;
slumped by their identy.
Thickety CDP
To Finish Making
Annual Reports
The regular meeting of the CDP
will he held at the Park Thursday
at 7 p.m. J, 11. Clark will preside. ?
and plans for elusion out the year's
Ye ports, completing the scrapbook
and other items of business will
he discussed.
Mr. and Mrs Ben Kennedy left
Tuesday for Winston-Salem, after i
spending a few days with her
mother, Mrs. T. G. Murray and i
family. They expect to go to
| Miami Beach, Kla , sometime this
month, to spend the winter.
W. P. Harris is spending same I
time with his son. Glenn Harris
and family in Detroit, Mich.
Miss Jukic Murray and Miss ;
j Alice Aiken of Macon, Ga, spent
a few days the latter part of the
week with Mrs. T. G. Murray and
| family.
Pvt. Max Robinson returned to |
Camp l.e.leune Wednesday after
spending a 15-day leave with his
mother, Mrs Mary Kohinson and .
family.
? i
T/Sgt. Guy Murrav and T ^gl
Leonard Markhart left Saturday
lor Madison. Wis to visit at M.u 1.
1 hart's home, after spending a few
days with Murray's mother. Mrs.
T. G. Murray and family. They
j will soon report to Luke AFB at
Glcndule. Ariz.
A board of education meeting
I war held Thursday night at the
\ ltockwood Methodist Church, at :
[which time teachers for the now
| conference year were elected, and
'.ether plans made
It was decided to organize Pel- '
1 lowship meetings for Sunday even
ings which will be held at the same
time the MYF meets. This will
he a service for the entire family,
and provisions will be made for
ihe children who want to attend.
The first service was held Sunday
night.
Feeder Calf Sale
Brings $32,752
Feeder calves averaged $15.89
hundicd for a total ot $32,752 18
at the- sale Wednesday at the \slie-,
vllle Livestock Yards. Three ot
' the live fancy steers wrre consign
ed by Haywood County owners.
Fancy steers brought $21 25. '
choice steers. $1908; choice heif
ers. $14 48: good steers, $18 47;
good heifers, $13 82. medium
steers, $16.60 and medium heifers.
$12 28
County consignors of fancy i
steers were Turner Cat hey. Sam
; Ferguson and Lenoir Smathers.
? j They were among 27 county resi
i! dents w ho consigned 304 ealtes.
I All the fancy and some ot the
? Jchoice steers were bought by FFA
t and 4-11 boy s to be fed out as luiby
} i beef projects.
? | Dry weather this year cut down
i the number of calves heavy enough
t to consigned to the sale, but the
? price average of $13.89 this year
t was 21 cents higher than last
year'i average.
YES
THERE ARE MORE
DIAMONDS
AND ABSOLUTELY
FREE
Nothing To Buy
No Obligation
COME
TO ONE OF RAY'S
STORES AND TRY
YOUR LUCK ?
TODAY
Evaporated
PET MILK
2 25c
Swanson's
BONED TURKEY
- 25c
SANTO COFFEE
> 99c
I14ill?j^*9999*j.'iBI jTIn
?p r?t?j 9 'vli! 1' ^\ * 'o^tws
jabf \ \ ^l\Ts'. * ??.?>?
simple p k j
kaurrcresi d^oi c d "9
|n?t?^ j; j j -7 akoiutelt free '" " fl
lh^b " -* *??v"^'?1 ?*?
-? -w.iuis
?f genuine EtAUTtCRIST legsitnjB
monds among ?
take your selection to ti
below, whose
your envelope He is your -yB
BEAUTYCRES1 Diamond Dec>et v^B
gladly inspect it lor you II pi
picked out one ol the mon,
diamonds he * ' mount it in a
CREST gold mounting ACS01UTL1llH
of charge. Even it yc j dor,t pdi
the genuine diamond; ycur /'gH
I Dealer hos a pleosont .
I foe you1 B
1 ???? MBER ? TOU DON'T
I A PURCHASE TO PICK t . <;S
ITIVEIY HO STRINGS ATTACKED ?
f LOTS OF FUN imsjnyB
AND IT'S ALE FREE TOG1 ?
Children under in an
allowed to participate,
Each Diamond Valued At ^
ao??
. ijiag
LETTUCE 2 <5 29c
SHORTENING - 69c
MACARONI 2'? 19c
^? BUY of the WEEK
^CHICKENS
/TENDER, TASTY, TEMPTING 'W
l>A^ Lb
TIDE I
30c 7g
IVORY son
Medium li^B
3/25c 2 J
CHEER I
Large G^H
30c
SCOT TISSH
MARCAL
NAPKINS?
NABISCO PREMIUM
CRACKERS
jl 23c
I'KIl'U K1INM) SALE
Large Rinso White Both M P
Large Rinso Blue ?nly *P^p(
SVVANSON FROZEN
POT PIES
2 Chicken JM
/I
or Beef
i >
Campbell's t% 1 "n fl
TOMATO SOUP L 1
New Process fl
NIBLETS CORN
Chase & Sanborn ' I fl
INSTANT COFFEE 1 <te" 1
Kraft All Purpose ''"jJ fl
SALAD OIL %
Philadelphia ^ l'k1 1
CREAM CHEESE ?
White House (f% ^,iP. 1
APPLE SAUCE L W
l.arjje ^|K
Maxwell House ()/.. J|Bq
INSTANT COFFEE
I