Ligonier Banner., Volume 24, Number 12, Ligonier, Noble County, 4 July 1889 — Page 9

LIGONIER BANNER.

TWENTY?S[XTEH MEETING ; Jn OB mT:—- 2 NOR’PHBRN,’{JNDIANA’ . Edu‘ oy lA e, ((ditorial Association, i * " —HELD +’r— ; . - : KENDA.LL}VILLE, : : Thursday and Friday, June 13 and 14, 'B9 '} | % The twenty-sixth meeting of the Northern Indiana Editorial Association was held at Kendallviile, June 13 and 14, 1889. The Association was called to order about 3 p. m., ?’hursday, by the President, Q. A. Hossler, of the Warsaw Daily Times, at the G/ A. R. hall. The President delivered hfls annual address, speaking briefly butipertinently upon various questions of practical newspaper work. C. H. Chase, of the Elkhart Re‘wiew, presented a paper upon “The Art of Advertising,” contdining many valaable suggestions for all concerned. Other papers presented at this session were: “Kditorial. Courtesy,” by J. A. Barns, of. the Auburn Courier; and “Making Both Ends|[Meet,” by J. J. Higgins, of the Butler Review, On motion of John dB Stoll, a committee was appointed to nominate officers, the President appointing the following: J. B. Stoll, F.- W. Willis, and Thomas A. Starr. : ' On motion of Dr. J. H. Rerick, of the LaGrange Standard, |a committee was appointed to considey a plan for the publication of the proceedings of the Association, as follows: J. H. Rerick, J. E. McDonald, and A. R. Beyerle. . EVENING SESSION. The Association mez at 7:30 p. m., to garticipate in an entertainment tendered y the citizens of KFndallvill’e. This included an_ address| of welcome by Mayor O. G. Aichelg, of Kendallville, and a valuable address upon “The Newspaper at the Fireside,” by J. B. Stoll, ‘of the ~Sonth Bend Daily Times.” The opening prayer was offered by -Rev.’ lg)ir. Beeks, = and short speeches were made by Prof. O. H. Carson, Rev. Goodman, John Mitchell, J. B. Kimball, and R. G. Marcy, of Kendallville. The recitation of Will Carleton’s “The E’diTor's Guests,” by Miss Junie Wolff, was |very enthusiasti-cally-received. A most delightful part of the entertainment %as the music furnished by the ladies and gentlemen of Kendallville. This.comprised solos by Miss Clara Goodman, and Miss Mae Parker, selections by a ladies’ quartette, Misses Valentine, Foley and Russell and Mzrs. Case;a male quartette, Messrs. Creager, Barron, Wilson andHartsuck, and a chorus including injaddition to those named, Misses Peppie, Beck and Goodwin and Mrs. Duelling and Mr. Spaero. The remarkable merit of the musical entertainment caused tlge singers to be recalled after their appearances in nearly every instance. On leaving the beattifully decorated hall the members of the Association were tendered a banquet by the citizens, which wds given appreciative attention. Toasts were responded to as follows: “The Press,” J. B. Stoll; “Our Women,” J. W. Baker; “Our Girls,” T. A. Starr; “Kansas Joyrnalism,” W.'B. Powell; “Kendallville,” J. €. Hewitt; “The Singers;” Charles D. Tilo; “Our Hosts,” Dr. J. H. Rerick. After music by the quartette, the members dispersed, to meet - iR T : FRIDAY MORNING -

at G. A. R. hall. - Th¢ committee on offic¢ers for the ensuing Eear recommended the following, which the Association ratified: L President, Q. A. Hossler, Warsaw Times. ;’ ; First Vice-President, E. A. Jernegan, Mishawaka Enterprige. Second Vice-l’resisent, W. D. Page, Xort Wayne News. ' | . Recording Secretary, J. D. Rerick, Kendallville Standard.: Corresponding Secretary, James E. MecDonald, Ligonier Banner. - - Treasurer, 4. W. |Adams, Columbia City Post. : el As the place of the next meeting, Mr. Hossler suggested Warsaw, and Mr: Dan MeDonald,” Maxinku¢kee lake, and the latter was selected. | - p Mzr. Stoll having suggested that the meeting be prolonge§ geveral days, to afford both recreation and time for business, Mr. J. W.. Baker moved that the next meeting begin on Thursday and be held over Sunday, and-this motion was carried by a rising vote. : Mr. J. B. Stoll was| selected as a representative upon the | executive committee forthe Detroit. m|eet’iug of the National Association and the following delegates were chosen: * J. A. Beane, of the Goshen Democr(g, J. B. Stoll, of the South Bend Témes, F. W. Willis, of the Waterloo Press, and | Gen. Reub Will.giams; of the Warsaw ;I"imcs. - The objects of the National Association were eloquently |presented by B. B. ‘Herbert, of the National Journalist. Papers were then read as follows: “Early Reminiscences . of Newspapers in Northern Indiana,” by Gen. Reub ‘Williams., 4‘ : “Business Methods in the Management of a Newspaper,” by Dan McDonald, of the Plymouth Democrat. “The ‘Advertisin‘% gent,” by W. D. Pa%e, of the Fort Wayne News. : “Running a Newspaper for élory,” by F. W. Willis, of the Waterloo Press. J “Official Patronage,!” J. W. Adams, of the Columbia City Post. “Judgmernt and ' Discretion of the Editor,” Dr. J. H. erick, LaGrange Sondard. oo [ | The committee on publication reportéd and their report was adopted. The committee onresolutions, consisting of J. B. Stoll, South Bend Times, Gen. Reub Williams, Warsaw Times, and Charles D. Tillo, of the Fort Wayne Newspaper Union, reported the follow--in%. which was adopted: - esolved, That the| members 'of the Northern Indiana Editorial Association, ~having most Rleasant y spent two days in the city of Kendallyille, desire heréby ‘to tender their grateful acknowledgements and heartfelt thanks to the citizens generpuy; to those who have fur‘nished us such fine music; to _Nfilfion ~ Post, G. A. R., for thieuse of their beautiful rooms; to'those who furnished the i bonnte‘ausjimqugt: to the Press of Kendallville; and to all fur the many acts of

SUPPLEMENT TO THER

‘kindness shown and courtesies extended during opr stay in their beautiful city.” The Association then adjourned until tht second Thursday of June, 1889, Following is a list of members and friends present: i ! C. H. Chase, Elkhart Review; B. B. Herbert, National Journalist, Chicago; Dr. J. H. Rerick, LaGrange Standard; O.J. and W. B. Powell and daughter, Garrett Herald; J. 8. Conlogue, J. D. Rerick, Kendallville Standard; Dr. A. S. Parker, Kendallville News; T. A. Starr and wife, Goshen Daily News; E. A. Jernegan, Mishawaka Enterprise; J. W. Adams and wife,, Columbia City Post; J. E. McDonald and wife, Ligonier Banner; F. W. Willis, wife and sons, Waterloo Press; A. R. Beyerle and wife, Goshen Daily Times; O. H. Downey and wife, and J. C. Henry and wife, South Whitley News; E. G. Thompson and wife, Ligonier Leader; J. J. Higginsand wife, Butler Review; J. W. Summersett, Fort Wayne Newspaper Union; R. H. Rerick and wife, LaGrange Standard; W. A. Bean, wife, daughter and son, Goshen Democrat; Mrs. D. W. Greene, Ligonier; J. B. Stoll and daughters,and Frank Hersh, South Bend Daily Times; Dan McDonald, Plymouth Democerat; J. A. Barns, wife and daughter, Auburn Courier; R. H. Weimer and wife, Bristol Banner; Gen. Reub Williams and Q. A. Hossler Warsaw Datly Tiimes; H. H. Sheffer and wife, Angblal Herald; W. D. Page and wife, Fort Wayne News; C. D. Tillo, Fort Wayne Newspaper Union; J. €. Hewitt, La Grange Register; J: W. Baker and wife, Columbia City Commercial; W. R. Holloway and wife, Portland Swun; Brook Bowman, Bremen Hnguirer; M. E. Smith, Butler Record. S ' R. H. RERICE, Secretary.

. Opening Address. By Pres. Q. A. Hossler, Warsaw Daily Times., Gentlemen of Northern Indfana Editorial Assoctation. It seems only a few months since this Association met in Goshen; but one year has passed, and I find that during that time that death has not thinned our ranks, and that the past year has been quite prosperous for us. . Some changes have been made in the editorial and business management of the newspapers of Northern Indiana; new .names have been added, while a few have sought other!fields. I think our business has kept pace with other industries. Ip my address a year ago, I gave a number of points that I thought would be of interest for this body to discuss and talk about; and in this I will give my views on maiters. that are uppermost in my mind, in regaed to the profession. It is quite difficult to lay down rules to regulate any business, as 'scurc’ely any two look through the same spectacles. Buf in the management of a printing office, the main point is to see that you collect what you earn, treat all as nearly alike as circumstances will permit, be coarteous and polite, and lastly be honest in all your transactions, and happiness and prosperity will follow, as sure as night folTlows day. ¢ . i LS

In the past year there has been more discussion about the advertising agents than any other subject. In fact, the agents )’h'a‘v‘e been cussed and discussed thor- | oughly, and our program shows that’we lare not yet through with them. The advertising agent, or rather the middleman, like the Sunday paper has dome to stay, and the problem is how to best get along with him. I can remember when the columns of the country papers of Northern Indiana received more foreign advertising than now; it was before there was an agent at every crossroad. Advertising came direct from the dealers, more money was ' paid to the papers, and all seemed to prosper; for example, Jaynes, Ayer, Hostetter, Schenk, Hall, Allen, etc. I think the country papers to-day would have larger bank accounts if there wasn't an agent in existence, for ! they are continually scheming with some | advertiser to get the best position in the columns of our papers. It has not been thirty days since the paper with which I am connected, was requested to give rates for a three-inch d. c. ad, asking position with no other ads on page. Of course no rates were quoted and the ad declined. I ’ would advise every publisher to avoid as much as possible all position ads. Donot allow anv one fo dictate where his ad shall go, unless you get at least doublg rates. -It is not treating your home patrons right. I want to urge the Association to establish net prices to agents, (for he 18 not your agent, but the agent of the advertiser.) Make it reasonable, and ‘when once given, stick to it. I know it takes considerable back-bone to refuse a ’ $5O ad, when the agent offers you $45, but it is business to have rates and live up to them. Don’t contract a coimmn, or 100 inches, or any other amount, to be filled with small advertisements at the option of the agent. Make a contract for every ad‘vertisement; you will lose money every i time you sign a blanket contract. I notice, a short time since, that a suggestion was made fo appoint an " agent to .look after the circulation of papers, and report the same to advertisers—what a prosperous idea. Would it not be better to have an agent appointed by the newspapers to analyze all patent medicines, and see if they are what they claim to be, before they are admitted to our cole .umns? I do not find fault with the agent for trying to get the lowest prices, but with ourselves for being duped. Publishers, in almost every issue,warn the farmer, the hardy sons of toil, to leok out for “gsharp”—lightning-reds, hay scales, etc., and are, at the same time, taken in oftener by advertising agents and patent medicine men, than the farmer, and stand more in need of warnings and guardians. - ' Some months ago we received a proposition to run a 3-inch ad one year, and take a plated water pitcher for our pay. I took the trouble to sée what such a pitcher could be J:urchas'ed for, and found that they could bé duplicated for $3.62. I find that some of our publishers are running the ad. Circulation is not the only condition on which to base the worth of an ad, vertisement. There are several things to be taken into consideration; print your .paper well, see that it is mailad promptly, do not crowd your columns with: ads, but 'see how small anamount you can get along with. Don’t have too much space to sell to advertisers. Where the amount exceeds the demand, rates drop, and when once down it is almost impossible to raise them. Does it pay for a publisher to take advertising! I think there is more money in subscription., If your field is limited, and _you can’t get a sufficient number of sub= “scribers, go énto-- some other business. One Dol i b o 0 weekly paper in the district, will bring in ‘more profit than any of them' receive on foreign advertising. The sooner newspa-

pers decline to accept everything offered to them, the sooner they can get what it is worth to insert an ‘ad. Crowd the reading matter; thatis what your subscribers ’pqy?i’or. On loeking over the columns of the papers of our Association, I find, with few' exceptions, that the publishers, in the same town where two or more papers are published, are at peace. How foolish it is for editors to be constantly hammering each other, and trying to cut each others throats —in a business way. You never see a ‘doctor or a lawyer cutting rates, even if they are at swords point. I regret to say that there has been a tendency to run job printing in the ground. Why is it? Has any one, connected with the press in Northern Indiana, become a bloated bondholder, or even accumulated a fortune? Take any other prefession, and in the last half dézen years right here in Northern Indiana, you'll find quite a number who have amassed fortunes. But the publisher, who is always giving advice to others, is the first one to cut prices. How many in our Association to-day, is worth $25,000, made out of the business? I don’t believe there is omne; .but there 18 scarcely oné among us who is not willing to do work a little lower than his neighbor. Stop it at once; you can’t make money by doing work at a loss. If you think:you are compelled to, in order to meet rates, the sooner you go into some other business, the sooner you will be a millionaire. I have found that ‘monthly settlements with customers, for job work and advertising, is the best method for all parties. If, on presenting your bill, you owe the merchant, pay him the cash, and if he owes you, exact the cash. Make it a point to send statements to your subscribers twice a year, if any are in arrears. It iets them know that you have not forgetten them. ‘ln conclusion I want to say a few words in praise of our association. I don’t think there is a better set of publishers anywhere than those belonging to the Northern Indiana Editorial Association. Owur ladies are all good-looking; or at least, we think 80, And I hope the good people of Kendallville will never regret that we accepted their invitation to hold our twenty-sixth meeting with them. :

The Art of Advertising. By C. H. Chase, Elkhart Review. Mr. President and Gentlemen of the Association: A few weeks ago I was courteously invited by your program committee, to prepare a paper.on “The Art of Advertising,” to be read at this meeting of the Association, The subject is certainly not lacking in suggestiveness, as I have found in the brief study I have made of it, and I have experignced moretrouble in sedecting from the muterial at hand than I had any anticipation - of. : “The Art of Advertising,” is not so ancient as to have ever become one of the lost arts, except in cccasional commuhities, but its origin i 8 invelved in so much obscurity that I have been unable to fix the exact date. It is perhaps safe to say that it foilowed close upon the art of printing newspapers on movable type, though we are not assured that it had an existence before sometime in the seventeenth century. Among the first advertisements in the firgt newspapers, were those of patemt medicines. Lafe Pillg, Soothing Syrups, and Bronchial Troches, it would seem, existed then as now. FaiE :

The newspapers of this country were established after the art of advertising had been introduced into those of Europe and England, and follewed very much the style of those journals, thought we are not informed that the publishers indorsed the advertisements of their patrons, as in the olden time, when they would read, “I want a cook-maid for a merchant.” “If any one will sell a free estate, within thirty am.les of London, I can help to a customer.” “Mr. D. Rose, chirurgeon and midwife, lives at the first brick hcuse on the right hand in Gunyard, Houndsditch, near Oldgate, London. I have known him these twenty years.” Imagine u publisher of the present day undertaking to indorse the advertisements that appear in his paper! A good share of his time would be employed in explanations of personal allusions, varied with an occasional knock-down or libel suit. It is said that in the early days of the New York Herald Mr. Bennett not only wrote the leading articles for his paper, but the notices, reports, literary intelligence, pungent paragraphs, and even advertisements, But we question whether he introduced into the latter so much original matter, and such artful and insinuating offers as now burden the newspapers of the land. - In my research I have been unable to fix the date wh& the Muse was first called in to sing the praises of various wares in different and indifferent measure. That this is a popular way of touching the sensibilities of the masses, and thereby reaching their pockets, we think -cannot be gainsaid. To one whose ear is delicately attuned the song is sometimes terribly aiscordant, but the attention is arrested, and that is the object the live advertiser always has in view. : i ’ * Pictorial display 18 another ‘method which has been employed to win attention by advertisers, and in-this respect the art has made considerable progress within the past few gyears. From wunsightly and meaningless illustrations, advertisers have advanced in many instances and in;many periodicals to beautiful apd signifiant embellishments, A picture always ar= rests the eye, and if it convey a story, it will have a larger number of readers than words alone, and this method of the art of advertising will unquesfionably grow in popularity. : I am not surprised at the popularity of “locals,” or that they command good prices in most of our journals, and especially are these valuable to the advertiser if he can get the consent of the publisher to interlard the paid locals with those of general intelligence. I have wondered sometimes, that the reader did not more strenuously object to having his pabulum indiscriminately - mixed with puffs of © Jones, Smith, and Brown’s stock 4n trade, but custom Hhas perhaps reconciled him to winnow the one from the other, or mayhap gulp the heterogeneous mass a 8 a whole with the best grace possible. Atthe risk of exciting adverse criticism, I will say some publishers of this Association have sggamted the paid from the nn*pajéi locals, thereby winning the gratitude of their readers, without seri=ously impairing the privileges of their advertising patrons. know from experience. that this can easily be done. and hope the day is not distant when it will be more general. . The ideal news, aper is that which in its art of advertising surrenders nothing to the whims of the adverti-er, but cultivates in him a liberal spirit towards the reader, bringing the two en rappori, as it ‘were, and putting them on a friendly footing. How can this be done when the one interiects his business talk intothe other’s WolAße S e

The methods of advertising are so various, that hardly a- hint of them can be given in a paper like this. From the time of .the only and original Dr. Townsend, who spent his hundreds of thousands 05 dellars a year, down to the present, an to our local advertisers, as many theories have been tried almost as there have been advertisers, bnt we take it that a man who can make himself the best known, nationally or locally, is the one who Las studied the art to the best advantage. 1t is said of Barnum that he has been known to pay a paper for soundly abusing him, but, while I have questioned the truth of this assertion, I can readily see that in some kinds of business, a man would be better off with a reputation not above suspicion, than with no reputation at all, or one to which fhe community was entirely indifferent because in the one case somebody would be attracted to him, while in the otherdead rot would be the result. But to the business man who is persistent in his appeals to "those whose patronage he sceks, exact in his statements and of uncompromising integrity, the greatest largesse of success will certainly be vouchsafed in the long run, er my observation has been at fault. The estimate placed upon the value of newspaper advertising has undergone many changes since I hiave been in th. business, ard may be said to have ebbed and flowed, though not at regular intervals. It is only a few years since it was lightly esteemed, as the columns of metropelitan journals certainly attested, but today it is ungestiorably regarded as almost the only medium of reaching the people. Pages now appear where erstwhile meagre announcements were the rule, and the business man who enters the race without trimming his sales to the popular breeze speedily finds himself stranded on the shoals of bankruptecy. No less attention is paid to the malter than to the space. The larger advertisers of the country keep men of ability employed to write their aevertisements, and I noticed not long since that one of them, Hon. John Wanamaker, pays a salary of $lO,OOO a year to 1 the gentleman who is engaged in this office for him. Here is a suggestion to smaller advertisers that is worthy of attention. Exercise care in writing your advertisements. - : - The millions of dollars now expended for newspaper advertising in this country has no connection with sentiment. It is for a purpose, and is recognized as essential to success as any rule of political economy, and should be paid as cheerfully as any other expense of business. A ‘good custom is that- which induces the merchant and the mechanic to set aside a certain percentage of his profits to this art, and to conscientiously devote it to the purpose. It will not »takel him long to learn that he who thus sows | shall reap a rich harvest, and will educate him to regular habits. : My attention has often been directed to the ingeunity displayed by some men to get free advertising. It is said that Genin, the New York, hatter, according to his own estimate, received $30,000 worth of advertising, by paying $625 for the first seat to Jenny Lind’s concerts in New York. This was in 1850. Since that time many schemes have been successfully worked, some of which will doubtless occur to you, but I think the eye-teeth of publishers may be said to have been cut, and the gentleman who can work them in this manner has to b’e.very sharp.

And this allusion to free advertising suggests the consideration of paid advertisements—a subject of the keenest interest, 1 take it, to every member of this Association, as well as the fraternity generally. In this connection I have taken the pains ’ to get the rates of some of the leading ! Chicago papers, through a gentleman who is a large advertiser himself and is frank enough to- acknowledge that he has never expended money in this way without receiving much more than an equivalent. When you see a page advertisement in the Chicago News, you can safely calculats that it cost the individual or firm who in- ' serted it $1,155 for a single insertion. As a x page of that paper containg 2,310 lines of | agate, this makes the rate of 50 cents az line. The Tribune’s rate is $399 for any day during the week, and $567 for Sunday. The Inter=Ocean, $414.40. The 7%mes, $378. Comparing these figures with those of the New York papers of no longer ago than 1853, and we realize that the value of advertising has grown remarkably. In the middle of this century, and in the metropolis of the country, publishers were compelled to allow as many lines as a grasping advertiger chose to take for $32 a year, or $4O, including the daily paper. And it is said that many of these advertisements would appear day after day till long after they had accomplished their object. In this last respect some of our modern papers resemble -their predecessors. Thanks to a greater enlightenment on the part of the publishers and their patrons,the former get something like an adequate remuneration for the service they render the latter, and if anywhere it be too small it may safely be set down as the fault of the published in underrating the value of the space he has for sale. _ Advertisers are frequently disappointed because they do not receive as ready re- ‘ sponses to their advertisements as they ex~ pected. But is this the fault of the art? That the insertion of the advertisement must precede the result long enough to allow the fruit to grow, ripen, and be gathered is as true as that wheat cannot be reaped the day after it is sown. And in this connection'it is said that-too little advertising is like sowing too little seed, and the man that advertises and does not watch the 'result and 8o shape his conrse as fto permit him to gather the result #to the best advantage is almost as’ likely to fail as the farmer would be, who, after sowing his. seed, expects that the crop would pack itself away in the barns withont further care from him. Advertising will help any business, but it brings new customers and necessitates new methods. . An unwillingness to make andmeet the changes needed is what frequently makes the result of advertising appear to be such a failure as is sometimes observed. % R _ No publisher need have any misgivings as to the benefits of this art, if he give proper drection to it, and when he makes out his monthly bills he m‘f{y'pi‘éflént them ! to his patrons with the full assurance'that he has rendered them an equivalent for their money. I do not contend that we ‘have nothing to learn to increase the veine | of this commodity, but. I do think that the 't is yet in its infaney, and it remains for us to teuch it how to walk and direct its steps to our luture advantage. - A gt SRR T R e 3 | 'The Mayor’s Address of Welcome. z@ammm@ame«m o the purvose of offerinz greetings of wgta‘ oA 0 N ARG Tek, sl | NS el o e R e R e G R

now assembled - within our borders, who haye come among us from different parts of Northern Indiana in the interest and as the representatives of one of the greates institutions of our country. An Institue tion more clusely connected with the polits ical, social and. material interests of our people, than any other. We have eomet together, to express to them our regards for the honor conferred upon our city by their coming, and the opportunity thus accorded our citizens to show their appreciation toward that grand institution, by offering homage to its representatives, whom we hail as the sentinels and guardians of one of the great bulwarks of American liberty. e Gentlemen’of the Editorial Association of Northern Indiana, as the chief magistrate of our little city, the distinguished honor has been bestowed upon me, to welcome you into our midst and to tender you the freedom of this city, and to invite you to partake of its hospitalities. And in bidding you thus a sincere and hearty welcome, I trust that you will feel yourself at home during your sojourn among us, for let me assure you, our citizens regard you, nog as strangers, but as so muany kind friénds, whom they delight to honoer by extending to you all the courtesies of ‘ which they are capable. And we not only \ . welcome you, we also tender you and your I Assgciation our thanks for the honor conferred upon ofir city in choosing it as your place of meeting. ~ e Gentlemen, yon have come among us for the purpose of deliberating upon, and discussing various topics, concerning sound business methods appertaining ‘to the editing and publishing of newspapers and their management. You have come together to meet old acquaintances and to form new ones among the editorial fraternity, to cultivate and maintain friendly relations among yourselves and to keep step with the general progress of our age, concerning modern journalism. . While a casual observer may consider these annual meetings of your Association to be of interest only to vour own fraternity, yet from the very nature of the close and intimate relationship that exists between the public press and all classes of our people in all their pursuits, individual interest in that institution cannot be separated from the interest which the public at large has and the benefit it de= rives from any progress made by the public press and particularly from any progress or advancement relating to and viewed from a moral standpoint. Hence it follows, #hat the people at' large feel deeply interested in your Association and its success, which we believe has done much good since its first organization. By its recognition of the principal that the higher the plane upon which journalism is conducted, the more potent will be its -influence for the public weal, the press -of Northern Indiana has made signal progress by infusing what I may be allowed to term “Ethics in Journalism”; the country news= paper has of late years become less per= sonal, and more independent in general; it | has greatly improved in its moral make up, and withal is becoming from year to year more closely allied to and interwoven with the best interests of the people among which it exists; and who will deny that the progress thus made is directly the result | and traceable to just such gatherings as the one for which you have come among | us. i !

I therefore bid you God speed! May your present assembly be fruitful of the good work planned out by you, and may your deliberation be harmonious and decorous, and the outcome be such that God’s blessing may rest upon it. And may your social intercourse with our citizens and the new acquaintances formed during your sojourn among us, be.of the most pleasant character, and of sugch nature, that when you have departed to your homes, that your meeting here may always hereafter form one of the ‘bright moements of your life recollections, is my fervent prayer. Gentlemen, again'l thank you for the honor of coming among us. I also than' you for your kind attention, and in expressing my deep regret at my inability to do you justice to this interesting occasion, I have one consolation to offer you, that our generous citizens will show better by their acts, than lam able to |express in words, their esieem and good will toward you. e i

Again, gentlemén, I bid you a hearty welcome, and in this welcome I desire also to include the ladies—the wives and daughters of the editorial fraternity, for whenever occasion presents itself to offer greetings of welcome to gentlemén, we bid thrice welcome to the ladies. ¢The Newspaper at the Fireside,” By J. B. Stoll, South Bend Times. " In exploring history for the purpose of tracing the origin of newspapers, the somewhat surprising fact is developed that the first newspaper issued in France was the inception of a member of the medical fraternity. “Away back, 250 years ago,” we are told, “there lived in Paris a Dr. Renaudot, who was the most popular physician of his day and treated successfully mnearly all the ills that flesh is heir to. But his success was not due to pills and purgatives as much as it was to a large fund .of news which he always carried about with hinn He knew all the scandals of the. cousrt and day, was genial and loquacious, and the potions he administered were spiced with the latest gossip of the times, as well as the juicy and piquant morsels men-and women delight in hearing about each other. Like all doctors, this one had his times of idleness, when the balmy atmosphere would banish gout and fevers, and it was during one of these periods that his burden of news beecame so great that he could stand it no longer; that the happy idea of printing his news dawned upon him. The result of his happy thought was the establishment of the Gazette de Paris, and it sprang at once into boundless popularity. . It was read by everybody that could ‘read, and those who could nof read thronged the public places to hear it read by others. The doctor’s tame as a physician vanished, but he was abundantly récompensed in vanity and wealth. He printed the paper as long as he lived, and his successors contined its existence until ‘th'e”*’%olice suppressed it ig 1831, after an -existence of exactly 201 years.” . Though marvelous changes havesince that time been wrought in the realms of jeurnalism, the ,public taste remains very much the same. Over and above everythilg else, the public is determined to have the news; and in justification of its publication :~a'-aist§:g§usshéa» ‘ém;ficm o Gfl?;fli&t - has i ::é . that “whatever Providence permitted to ocfimue%’f i oot Yo prana to soport” ~ Conceding this to be one of the main FISHAGAAG e 848 DAAS, 11 g il

however, be assumed that the recording - of current events is the only mission of the press: The gathering and printing of the news of the day is, indeed, an important feature of jouwnalism, but ‘a higher and & greater daty devolves upon the conductor of a mod- . ern newspaper. In this eountry, at:: least, the press is considered an educator. To its colurons the masses leok for intormasion, foz enlightenment, for. guidance. They do mot simply want to know what has beern said and what has taken place, but they expect and demand a lucid statement of the whys and wherefores. In political contests they do indeed read with becoming ‘interest the utterances of statesmen and politieians, but in addition they eagerly seek the editor's comments, elucidations, sirictures, or commend}ations. Unusual fuctuations of the 'markets are eagerly noted xuzld feverishly discussed, but the . causes impelling the same are expected to be explained by the' editor. When nations are threatened with'conflicts of arms, a comprehensive explanaticn of thie points in controversy is deemed as essential as the promulgation of the stirring news—of the threatened war itself. And so throughout the category of ordinary and extraordinary events. It has been asserted that in the great commercial centers people are too busy to study or to think for themselves, and that they expect the press to perform that duty for them. Whether this be true or false, the fact remains that the millions of readers of American newspapers expect ideas and opinions to be’ formulated and public sentiment ereated for their benefit as well as their convenience. e In view of all this it will readily be perceived that the position of the editor is one of extraordinary importance and resronsibility. To make the press an instrument for good and for the pro.motion of the general welfare, the edi- * tor should not only be well informed and capable of imparting information, but be a man of honesty of purpose and sturdy integrity. Thus constitdted, he may indeed be regarded a most useful factor of so@iety. e The true editor—the man who may with safety be placed in charge of this . mighty engine of power—will ever ap--. ply himself faithfully o the prometion of the public goed, the betterment of the condition of struggling humanity, the advancement of morality, the elevation of society, the cultivation of a lofty spirit of patrietism,; the exaltation of genuine liberty, the adoration of Republican institutions. With its aggres~ - sive spirit and restless energy, a righteous and fearkess press has indeed risem superior to the iron rule of power and gained a triumph over tyranny, fear and superstition and the relics of barbarism. that-corrupted the earlier years of human history. It has been the effective agent for good in the world, the apostls oI every gospel, the teacherof manhood. to man, and the watchful sentinel at freedom’s “gates. Under the vigorous attacks of a righteouns pressthe bulwarks of besotted superstition: have fatlen; ancient and proscriptive wrong has been eliminated. Arelentless foeto all that is; cruely vicious, false and hateful, it hag been the steadfast ffiend and champion

] of all that is kind, generous, true and noble. To the warrior for gréat truth it -is a trenchant blade and a trusty shield. It is, in the fervid language of another, “the-most formidable engine' of power | that exists in the worltd.” 2 But in thus according to a righteous press the fullest measure of praise for its glorious achievements, the inference is not warranted that all newspapers can rightfully reach out to grasp these laurels. There are newspapers and newspapers. Not all ef them can lay claim to having pursued a course that ended to educate, elevate and cheer wankind, “carrving to all some ray of sunshine and tidings that make the com- . munity happier and better because of their existence.” The paper that habit- . ually’ sneers, snarls, slanders and maligns; that has a good werd only for those who tamely submit to its 4pse dizits or those who purchase its favors after a mercantile fashion; that considers no issue complete unless It containg some mean, vindictive and brutal onslaught or cowardly and coarse insinuation; that substitutes vituperation for argument—such a sheet ean have no permanent place in the hearts of our people. S e T

' The newspaper at the fireside should, . beyond and above everything else, be truthful in statement, fair in discussion, honorable in purpose, elevating in teaching. It has no more right to scatter the seeds of discord, to poison the minds of its readers, to debase the morals of the household, than an invited guest has to do these unseemly things as a return for the generous hospitality extended to him. Its mission, then, should be toinform,; instruct, enlighten; to ‘familiarize the young with the lessons taught by the logic of avents; demonstrate the wondertul capabilities and possibilities of human genius; herald the magnificent conquests in ‘the realms of science; proclaim the develop- . ment of hidden truths; strengthen tEe faith in man’s ability for self-govern-ment; bid him to rise higherand higher, until he shall have gained an undimmed conception of what life means and what life may be made. S What a field there is before him who wields this mighty instrument! Properly used, its power judiciously directed, it can be of glorious service in promot‘ing human happiness, cultivating amity, fostering aspirit of toleration—in short, aid in the development of true American citizenship. It is difficult to ceonceive of.a higher or nobler mission. In this matchless Republic—in this land of incomparable energy, genius, thrift and enterprise, and of incalculable riches and inexhaustible resources—there is something for every useful eitizen to do. Great as this nation has come to be, unfathomable as are its possibilities, there must be no abatement in henest zeal to. maintain its ‘grandeur and its integrity. The very fact of/its steady growth adw 'monishes to unceasing vigilance. Whila we take a pardonable pride in having in the past successfully resisted all en-" slaughts on the magnificent t‘e"m;}ln reared by the fathers, we must not lay the flattering unotion to our souls that . "dgn ger has been permanently warded off. As ée’ars-f'to}l by, new complications, new difficulties, ney obstacles, present themselves. To meet these' i%ielhamfli nd xesolutely is obviously ihe duty of Lum oy daughter of -our fair Res jhwbhee 0 - iy BRI NS e e R