Tom outlined their advertising field and how they hoped to increase business by adding two more pages of home print, one of which would be devoted to farm advertising and news and the other to be available for whatever additional advertising they could produce.
“We’ll be sorry to have you drop two pages of ready-print,” said Mr. Walker, “but I believe you’re doing the right thing. Now let’s see what you want on the two pages you’ll retain.”
“Helen is editor,” Tom explained, “and it’s up to her to pick out what she wants.”
“You’re doing a splendid job on the Herald,” the service manager told Helen. “I get copies of every paper we serve and I’ve been noticing the changes in make-up and the lively stories. However, I am sorry to hear about your father but with you two youngsters to give him pep and courage he ought to be back on the job in a few months.”
“We’re sure he will,” smiled Helen as she unfolded a copy of their last edition of the Herald. “I’ve pasted up two pages of the features I want to retain,” she explained as she placed them in front of the service manager.
“I see,” he said. “You’re going to be quite metropolitan with a full page of comics and a page devoted to women. I’m glad of that. Too many editors of weeklies fail to realize that the women and not the men are the real readers of their papers. If you run a paper which appeals to women and children you’ll have a winner. Comics for the youngsters and a serial story with a strong love element and fashions and style news for the women.”
“How about cost?” asked Tom.
“Dropping the two pages won’t quite cut your bill with us in half,” explained Mr. Walker, “for you’re retaining all of our most expensive features. However, this new plan of yours will reduce your weekly bill about 40 per cent.”
“That’s satisfactory,” agreed Tom, “and we’d like to have it effective at once. Helen has written the headings she wants for each page.”
“We’ll send the pages, made up in the new way, down at the usual time next week,” promised the service manager, “and when there is anything else we can do, don’t hesitate to let us know.”