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BOOKS FOR CIRCULATION MANAGERS

Chapter 12.

Although it is generally conceded that it is advertising that pays for the publication of any paper, it is impossible to secure advertising unless the circulation of the paper is large enough to do the merchant who advertises some good.

Circulation may be built up naturally by soliciting subscribers from house to house, or by simply creating a demand for the paper through the quality and quantity of the news and editorials.

Circulation may also be increased by artificial means, such as by giving premiums for subscriptions, using coupons or by similar methods.

Which way is best to increase circulation cannot be judged. Many believe one way and many the other. Before deciding, perhaps the circulation manager ought to read some of the following books, which present both sides of the question.

1. THE PREMIUM SYSTEM OF FORCING SALES. Henry S. Bunting; Novelty News, Chicago, 1913; 175 pp.

The premium system of forcing sales has proved often insufficient and an unnatural way of stimulating buying. Time and again, however, newspapers which have used the premium system have boosted their circulation.

This book takes the attitude that "premium giving is easily the prince of business getters because it satisfies in the most direct and obvious way possible the inborn desire of the human heart to get something for nothing." It discusses the principles, laws and uses of the system. The person who believes in using premiums to get subscriptions should read this book to get new pointers; the person who does not may find the arguments interesting and informative.

2. PRESS CIRCULATION SYSTEM. Burton Ruggles Herring; the author, Chicago, 1915; 51 pp.

3. SCIENTIFIC CIRCULATION MANAGEMENT FOR NEWSPAPERS. William R. Scott; Ronald, New York, 1915.

This is a book of facts, figures and methods used by big organizations throughout the country to increase the circulation. Valuable suggestions as to forms for keeping circulation statistics and records are included in the volume.

ART IN THE NEWSPAPER

Chapter 13.

The place of art in the modern newspaper is indisputable. It is used in the advertising columns, as part of the news of the day, as editorial matter and as features.

The man who has talent in drawing and learns to make commercial use of it has his future practically assured. The great advertising agencies are ready to claim him, the art departments of the large city dailies are constantly in need of new

men.

Commercial art is not difficult to learn. Some of the following books go into detail as to the training necessary.

1. SOLVING ADVERTISING ART PROBLEMS. Advertising Artists, Inc., New York, 1919; 111 pp., illus.

This practical little book is printed handsomely and would make a charming gift for the man or woman interested in advertising art problems. There are 250 reproductions of advertisements which have been unusually successful in helping the sale of a wide variety of merchandise. Explanatory remarks and comments follow each reproduction. The motto of the book is this:

"Artwork in advertising has but one duty; to sell something."

2. ARTISTIC IDEAS FOR NEWSPAPER ADVERTISING. Francis Doane; Boston, 1891; 36 pp., illus. (Printed on one side of leaf only.)

3. TRICKS OF THE TRADES: INSTRUCTIONS IN Drawing, LetterING AND SIGN PAINTING. Denton Freeburn; the author, Hicksville, Ohio,

4. How You CAN BECOME A NEWSPAPER ARTIST. Goodnow Studios, 1914; 52 pp. (Edward Samuel Goodnow, editor.)

This dissertation, profusely illustrated, is warranted to give the “inside facts about the earnings, methods and requirements of the newspaper artist and advertisement illustrator." Many hints and helps for the student of practical drawing, and suggestions for the artist, or would-be artist in a newspaper office in regard to making cartoons, covering assignments, preparing layouts, comics and advertisement drawings are contained in this book.

5. A PRACTICAL HANDBOOK OF DRAWING. Charles G. Harper; Chapman, London, and Lippincott, Philadelphia, 1901; 160 pp., illus. Pictures drawn to be reproduced must conform to certain rules with regard to lines, form, and materials used. This handbook gives a practical explanation of things artists should know in order to have their illustrations reproduced in the best form possible. A number of illustrations by different artists, throughout the book, show the comparative results obtained by the several methods of reproduction now in use. Paper, pen, inks, styles and manner are all explained for the benefit of the prospective illustrator.

6. THE SCIENCE AND ART OF ADVERTISING. Theodore Harris; S. Ward Co., Boston, 1888; 17 pp.

7. THE PICTORIAL PRESS: ITS ORIGIN AND PROGRESS. Mason Jackson; Hurst, London, 1884; 350 pp., illus.

British newspaper illustration is covered in this history of the pictorial press. Some of the chapters deal chronologically with the field of the pictorial press, others discuss the production of the illustrated paper and others the difficulty of being a war-sketch artist on the battle front. One hundred and fifty illustrations taken from newspapers are reproduced.

8. CARICATURE AND OTHER COMIC ART. James Parton; Harpers, New York, 1878; 350 pp., illus.

This is a comprehensive history of the art of caricature from the carliest times to the date of publication of this book, 1878. Roman, Greek and Egyptian art are discussed as are the primitive and modern art of other countries. There are 203 illustrations.

9. MODERN ILLUSTRATION. Joseph Pennell; Bell, London, 1893; 150 pp., illus.

"Modern Illustration" is the study of contemporary art as used in connection with the press by a famous etcher. One hundred and seventyone illustrations are used in the volume, on which the author bases his reviews and criticisms. This book is written mainly for the use of students.

10. ABRAHAM LINCOLN AND THE LONDON PUNCH. William S. Walsh, editor; Moffat, New York; 113 pp., illus.

This is a historical collection of cartoons, comments and poems pubfished in the London Charivari during the American Civil War. The book shows how the British illustrated paper made fun of Lincoln and

its change of attitude after his death. In the end the book pictures Lincoln as a man abused, not as a superman. Some of the cartoons of Lincoln are used for illustration.

11. CARTOONS AND CARICATURES. Eugene Zimmerman ("Zim"); Correspondence Institute of America, Scranton, Pa., 1910; 96 pp., illus.

The artist's subtitle is "Making the World Laugh." little book, filled with funny pictures, considerable serted of value to beginners in the field of illustration.

Additional Readings.

In the neat

adice is in

POLITICAL CARICATURES. F. C. Gould; Longmans, 1906; 3 vol.
SONGS OF THE G. O. P. P. C. Johnson; Neale, 1900.

BIRD CENTER CARTOONS. J. T. McCutcheon; McClurg, 1904.

THE HOUSE ORGAN

Chapter 14.

The house organ, contrary to the expectation of the uninitiated, is not a music box standing in the parlor of a grandmother's home, but a newspaper or magazine published by an establishment for the benefit and interest of its employes and patrons.

House organs, as a rule, are very artistic insofar as mechanical make-up is concerned. The staff is usually composed of the best of talent; consequently, in content as well as in general appearance, they vie with any standard national magazine, except in scope of interest.

The purpose of the house organ is to acquaint the members of the concern with all parts of the establishment. In consequence it often brings about an esprit de corps which makes for loyalty, better work and, in the end, better products.

The editor of the house organ must know everything about the goods produced by the house. And in addition he must know all the people who work therein in order to know what will interest them most and how to write it so thhat it will be of double interest.

The following list of books contains some unusually good suggestions as to publication of house organs, but that of Robert E. Ramsay exhausts the subject more thoroughly than the other books.

1. BUILDING YOUR BUSINESS BY MAIL. W. G. Clifford; Business Research Publishing Co., Chicago, 1914. (Chapter on "How to Issue a House Organ.")

2. KNOWLEDGE. Dando Co., Philadelphia, 1918; 140 pp.

The house organ is the chief subject of discussion in this book published by the Dando company for use of its employes. It is an attractively decorated little book with chapter headings and initial letters in colored type. Rather than telling what the house organ is or should be, the discussion centers about what a house organ may accomplish.

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