The Northland Age WITH WHICH ARE INCORPORATED THE MANGONUI COUNTY TIMES” “THE BAY OF ISLANDS TIMES” AND “THE NORTH AUCKLAND AGE.” THURSDAY, OCTOBER 27, 1921 TROUBLES OF COUNTY JOURNALISM.

Northland Age, Volume 19, Issue 30, 27 October 1921, Page 5

The Northland Age WITH WHICH ARE INCORPORATED THE MANGONUI COUNTY TIMES” “THE BAY OF ISLANDS TIMES” AND “THE NORTH AUCKLAND AGE.”

THURSDAY, OCTOBER 27, 1921 TROUBLES OF COUNTY JOURNALISM.

Terms of Subscription ; j 12/6 PER YEAR (in advance). Postage to any part included.

In the big scheme of journalism the small country newspaper may seem an almost negligible factor; but it serves its purpose, with you in its limited sphere, just as well and truly as the big city daily. Run as it should be it serves its public with what is asked for — fair and impartial reports of happenings in its districts, catering for all sections of the community. It is or should be, a propaganda organ, taking the lead, or assisting, in every movement for the betterment of its district. And, remembering that it is not a specialist organ, but one that goes into the home, and is read by men, women, and children, it should be careful in its choice and treatment of subjects. As to the value of the country newspaper as an advertising medium we cannot do better than quote from an address delivered by the Revd. C.*T. Forscutt, principal of Bexley Ladies College, at a recent meeting of the Country Press Association of New South Wales. The speaker made some interesting remarks with regard to the retative advertising value of the country, as opposed to the town, paper. He pointed out that the country paper, while possessing a far smaller circulation than its city contemporary, yet in many cases offered a far better medium for certain kinds of advertising. The city paper, it was claimed, was often hurriedly read and then cast aside, whilst on the other hand the country paper was carefully read sheet by sheet in a leisurely manner, especially by the farming community, the advertiser consequently having a better chance of his advertising being read and understood. It was pointed out that in a large city paper the small advertisements were often lost amongst the vast number of advertisements of all kinds that appear, whilst in a country newspaper the smallest advertisements were usually staring one in the face. Taken altogether, the speaker claimed that the advertising columns of a country newspaper, properly made use of, have been the means of establishing many a struggling business on a sound foundation.

Now to some of the troubles which beset the Country paper in general, and the AGE in particular.

The absurd question is often asked: — “Whydont you publish two or three times a week?” The answer to this is that the postal facilities in the North are such that we cannot adequately circulate our paper once a week, let alone oftener. Were it not that we are able to get the Victoria Valley, Takahue, and Herekino papers out by cream carts or taxi the people in these districts would receive their papers several days late: the people in the Far North receive theirs a week, or more, late. Many people think we should give them outside news. To

\ , , • these we would say that the purveying of outside news is not one of our functions. The most successful country papers in N. Z. are those which cater merely for local requirements in the way' of news. The country paper which attempts to give the news of the outside world is generally a poor “ half-pie ” production, pleasing none, and offending many. The’ most general complaint is that certain meetings,functions, or happenings are not fully reported at all. In this connection it should be remembered that the AGE circulates in the whole of the Mangonui County, and in parts of the Whangaroa and Hokianga Counties. The printing office staff consists of three, and the office staff, at present, of one man who has to Act as Editor, Reporter, Manager and Secretary. With so many meetings and functions of one sort and another right throughout the the County (many of them ‘overlapping) it will be seen how impossible it is for one man to attend everything. In some districts we are fortunate in possessing correspondents who send us particulars of any events of general or local interest. In many districts we have, as yet, been unable to secure representation, and have to depend on casual contributors. Residents who consider their portions of the County inadequately reported can assist us by sending forward —in however crude form —particulars of local happenings,or by suggesting to us the names of persons willing to act as our local representatives. Chairman or secretaries of local bodies or institutions, should send us dates and places of meetings, to give us the opportunity of being present or represented. . Many other complaints, most of them trivial, are made, but we shall not weary our readers with a repitition of them. Whenever a complaint is made which we look upon as a reasonable one, every effort is made to rectify the matter complained of.

This paper is out to help the district generally, to assist in development work, and to give to its readers —so far as exigences of time and space will permit—fair and full reports of happening, in the wide area within which it circulates. We try to do our b#st, and the paper will improve as time goes on. But its progress can be tremendously helped by the co-operation of our readers and contributors. It is to their interest, as much as to ours, to see their district represented by a paper which is a credit to all.