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Newspaper Advertising 333
that his editorial policy had been guided by bonuses paid to shape his opinion.
Interesting news concerning entertainment is placed on the newspaper page because it is interesting. It should be placed there by the progressive newspaper interested in reader service whether amusement advertising was carried or not. If this is not the case, then editorial standards are not actually what they are set down to be in the inspiring pronouncements of newspaper ethics.
Any theatre manager who arranges with a newspaper so that "for each two lines of paid-for space one free line of entertainment news will be run" is entering into a contract which is not fair to the people of any community. News is accepted or not according to one criterion: reader service. Advertising is accepted or not by the criterion: so much per inch or column line. There is no confusion between the two.
Other Advertisers.
Strange to say, other advertisers who are given run-ofpaper rate receive columns of "news stories," and no suggestion is made that they should pay more for their advertising space because of this news copy; in fact, some businesses take no advertising in the newspaper, and yet the newspaper gives columns and columns of news story that will further the welfare of that particular business. Look at the sporting pages of the daily papers. Take a one-yard measure and figure out the column space given to the local college athletic contest, for which, incidentally, admission price is charged. Consider professional baseball. The newspapers at their own expense will send a local correspondent with the team to wire in stories of spring training activities or out-of-town contests. In return they usually get no advertising. Sometimes they get one-half inch of advertising. Sometimes the editors and compositors find it hard to get by the turnstiles, because season passes are distributed none too liberally.
Consider the radio sections which even the metropolitan newspapers issue. The expense of these sections and all the space used does not require that the radio manufacturers pay any exorbitant advertising rate. Consider the automobile