Читать книгу News Writing - M. Lyle Spencer - Страница 9

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30. Divisions of the Business Department.—When the paper issues from the press, it passes into the hands of the circulation manager, whose duties are in an entirely different department of the newspaper organization—the business department. This department is divided into two or three more or less closely connected divisions, presided over by the circulation manager, the advertising manager, and the cashier. Over all these is the business manager, who supervises the department as a whole.

31. The Circulation Manager.—The work of the circulation manager has been termed simple by outsiders. But the simplicity exists only for outsiders. The distribution of a hundred thousand to a million papers a day is not a small task in itself, particularly when one considers the scores of trains to be caught, the dozens of delivery wagons and wagon drivers to be guided, and the hundreds of newsboys and newsstands to be supplied with the very latest editions at the very earliest moment. Yet the circulation manager's duties are even more multifarious than this. All the canvassers for new subscriptions are under his supervision. The organization of the newsboys for selling his paper is his duty—and it is marvelous how the good-will of the newsboys, even when they handle all rival publications, can boost the sales of some particular circulation manager's papers. The advertising of the paper's past and forthcoming news features, such as stories by special writers, exclusive dispatches, etc., are the brunt of his work, because in so far as he makes people believe in the superiority of his news, they will buy the papers. Even the outcries against public grievances and the publication of subscription lists for charitable purposes are often the thoughts of the circulation manager, because they invite more readers. Some managers, under the guise of helping the down-and-outs, even publish free all "Situations Wanted" advertisements, because they believe that the loss in advertising will be more than paid for by the gain in the number of readers, with the resultant possibility of higher advertising rates or more advertising in other departments because of the increased circulation.

32. The Advertising Manager.—Closely associated with the circulation manager is the advertising manager, who is dependent upon the former for his rates. It makes a great difference with the advertising manager's rates whether the circulation is a hundred thousand or a quarter of a million, and whether the circulation is double or one half that of the rival morning publication. The advertising manager's duties are as manifold as those of his associate. He directs the advertising solicitors and advises prospective advertisers about the place, prices, space, and character of their advertisements. A chewing tobacco ad is worth little in the column bordering the society section; the back page is far more valuable for advertising than the inside; and the columns next to reading matter are worth more than those on a page filled only with advertisements. The advertising manager, too, has the power of accepting or rejecting advertisements. Liquor, soothing syrup, and questionable ads are barred by many managers. Some will not even accept so-called personal ads. Yet at the same time that they are rejecting ads in this class, such managers are straining every point to gain desirable ones. One way of obtaining these is by advertising solicitors. Another is by advertising in one's own paper and in publications in other cities. Many of the metropolitan dailies exchange whole and half-page advertisements, directing attention to their circulation figures and the number of agate lines of advertising matter printed within the preceding month or year. Some of these papers publish audited statements, too, of the relative number of advertising lines printed by their own and rival publications. But the advantage is always in their own favor.

33. The Cashier.—The third division of the business department is the cashier's office, frequently known as the counting room. Briefly put, the cashier directs the pay-roll and all receipts and disbursements of the paper. He keeps the books of the publishing company. From him the reporter receives his pay envelop, and to him are sent all bills for paper, ink, machinery, telegraph and telephone messages, and similar expenses. Rarely has the cashier served an apprenticeship in the editorial department, but he knows thoroughly the business of bookkeeping, money changing, banking, and similar work, which is all that is required in his position.