CATTLE-BRAND ADVERTISEMENTS.
As to the technical aspect of all the papers, which have so much in common, the reader may like to learn something. How are they produced so as to cover expenses in a "city" which boasts often fewer than one thousand inhabitants, rarely reaches two thousand, and not seldom has but five hundred souls? The answer is, in the first place, to be found in the invention of patent "insides" or "outsides." These are sheets ready printed on two of the four outside or inside pages; or, if it should happen to be an eight-page paper, six pages would be set up and printed at some great centre of population like Chicago or St. Louis. The invention is of English origin, but owes its vogue in America to A. N. Kellogg, who in 1861 was editing a little paper at Baraboo, Wisconsin. When the Civil War broke out his printers left him for the front, and, unable to get out his journal, he wrote to the publisher of the Madison Daily Journal for sheets of that paper printed on one side only with the latest available war news. The blank side the enterprising Kellogg filled up himself with big "block" advertisements and local items and the inevitable political "editorial," without which no American newspaper, however small, would be complete in its editor's eyes, although it is rarely read. In a short space of time other country editors followed Kellogg's example, and the Madison daily was printing newspapers for thirty different Wisconsin papers on one side of the sheet. The enterprise grew, Kellogg directed his entire attention to it, and ended by founding a business which to-day prints two thousand different sets or editions of patent insides.
At one time the same formes were used for hundreds of papers, only the titles, headings, etc., being changed to suit each customer. But now the editors of the Oasis and the Hustler have at least a hundred different styles of paper to select from. As to the cost, the editor pays hardly more than what the blank paper is worth, for the ready-print companies derive their profit from the advertisements, for which they reserve several columns of space. These country papers are usually sold in "bundles" of nine hundred and sixty copies, but the circulation may not be one-half of that figure.
We have seen that editing is a precarious livelihood, yet the editor manages to get along somehow. I have seen it publicly stated that there are four classes of men who usually own these small papers: farmers' sons who are too good for farming and not quite good enough to do nothing; school-teachers; lawyers who have made a failure of the law; and professional printers who have "worked their way"—these last two by far the most numerous class. They derive their chief profits from advertisements, for it is a point of honour with the local bankers, storekeepers, implement dealers, lawyers, doctors, liverymen, and blacksmiths to advertise in the local paper. Then there is the annual, and occasionally the semi-annual, circus advertisement, which may bring in as much as a hundred dollars, "if a picture of the elephant is thrown in." In the cattle-raising districts, as in Arizona, the different cattle-brands fill up a large part of the paper, as in the case of the Tombstone Epitaph. But besides the patent "inside," the editor of the little paper has another convenient expedient for filling up his columns. He can buy stereotype plates—that is, columns of interesting matter in thin sheets. These are made to fit metal bases with which he is supplied, and which he keeps in stock. Plates and bases being "type high," or level with the type of the newspaper, are cheap to send by rail, and being furnished to hundreds of other journals are of far higher literary character than the editor could turn out himself for treble cost.
I have said little of illustrated journalism in the Far West; but, as the accompanying reproduction humorously suggests, it is—inexpensive. And it may also betray the fount whence the authors of that amusing brochure, "Wisdom While You Wait," drew some, at least, of their inspiration.
The Red Counter.
By L. J. BEESTON.