Hearstiana

Hearstiana Last week in Exchanges, bi-monthly houseorgan of the Hearst press, fragments from the Publisher's pen were arranged under the head: "How Mr. Hearst Wants His Newspapers Made." Along with suggestions for economy (while joining the Hoover campaign to restore Business Confidence, Mr. Hearst has prudently been pruning his own organization) some journalistic fundamentals were also laid down. Excerpts:

"Let me say a word to the business managers. They are the Henry Fords of the institution. . . . They must see that there is no waste of money--not that there is not sufficient expenditure--but that there is NO WASTE. . . .

"There is no room for dullness in today's newspapers. There is no room for excess verbiage. There is no room for elaborate writing.

"There may not be room for so many dull papers, but there certainly is plenty of room for a BRIGHT and BRIEF paper.

"It is the lack of judgment in the use of big type which is chiefly responsible for the protest against it. But let me make it clear that I do not propose to abandon necessary, typographical display in emphasizing the importance of news articles.

"In conclusion, let me say a word about editorial policies, particularly about editorial crusades. The word 'crusade' must not necessarily be considered as an attack. I feel that it is desirable for the papers not to make enemies by violent attacks; but it is essential for the papers to conduct constructive campaigns for the benefit of the community with which they are associated."

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