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, March 2; 1928 BlUING CAIJID 1AR1 ~~-----------11 10DERN ADDRDSOGRAPH OF cmc mOYEIIENT A Big Display Advertising Department SPEEDS PAPER DEI.IYERY (Continued from preceding page) · newspaper better than any other · mirror accurately reflects the state of affairs in a community. The temperature of the community spirit -whether warm, chilly or cold; the political, business, social and spiritual complexion of a town can be determined, without visiting it, merely ·by study of its leading newspaper. But a newspaper can and should do more than merely be a mirror · in reflecting local events. It can · and should be an influence for civic welfare and a power for progress in the community which it serves. . ·Commonly, we regard the public utilities that supply such essentials as water, gas and electricity, as the only public service institutions. Actually, the newspaper is also a public utility and the success of a newspaper is the measure of its · service to its citizenry. I have watched the growth of Wit111m Ln.tt:, and its companion papers published for our neighboring communities. Their steady, consistent, gratifying growth and that of their publishing company, is an indication that their publishers have somewhat of the spirit of Benjamin Franklin in that, like him, they have not allowed the community to make their newspaper successful, but rather have striven to make their newspaper contribute to the progress of the community. While I congratulate the Hollister Publishing Company on their splendid new plant, I congratulate Wilmette even more. Dwialat Chapmaa, Wilmette-The local Machine Operated by Motor, St-mpa Names of Sahacriben on Coven With Accarac:y HIS being the age of speed, the circulation of newspaper-magaT zines enters. as an important item !n I I. I a Editorial Room, Where Editors, Scribes Labo~ ......._ W. M~.-, Miaiater, St.Jolaa'a L_.waa Claarcla, Wilaaett.-Seeing your fine new building (or ought I to say "edifice"?) reminds me of the boy who, though youthful, had so much of the growing germ called "enterprise" that he just grew out of his clothes upwards, downwards, and sideways. Additions to his clothes simply woul~ not answer the .purpose any more. People used to stop him on the street and ask, "Bili, when'r ya gonna git long pants?" DiU's got 'em now. He deserved them. And every time I see his new suit up on Central avenue, I have just one more reason for being proud of Wilmette. And since you laave begun to advertise in Latin, I'll ·r: Yint, · crescat, ftoreat-WJL- the publishing business. With Wn.KETTE LIFE, WINNETKA TALK and Gr.t:NCOE N.:ws ready to go into the hands of the readers it becomes necessary to see that these papers are addressed accurately and speedily for mail delivery. Modern invention has solved the problem for Lloyd Hollister Inc., for where in other years the strip pa·.ster system was used for subscribers' addresses, there now is employed a machine which more efficiently and accurately does the ·work. The addreo.;sograph machine in the -circulation department, aided by a graphotype machine which embosses the zinc alloy record plates, does the work of addressing the papers more rapidly than the old system. After the record plates have been stamped by the graphotype, an operation taking no more time than is required ·to write a name and address on a typewriter, the record plate goes into the addressograph magazine, this magazine holding 175 plates~ Then a switch starts the motor and as rapidly as human hands can feed the papers to the machine the addretsses are stamped on the covers. The postman does the rest. Lloyd Hollister Inc., has the most modern F-2 Addressograph and G-2-80 Graphotype, made by the Addressograph company of Chicago, which accounts for the clear lined addresses, which appear to have been written on a typewriter. .. I E. W. Weber Holda Down Job of Editorial Boas News judgment, make-up ability and speed to keep up with the "deadline" are important features of a newspaper and it is here that E. W. Weber performs efficiently to give the readers of WILME'I'TE LIP£, WINN£TKA TALK and Gtt:Ncoa Naws not only attractive, but interesting papers. Mr. Weber has been with the Hollister publications for ten years and knows his editing. The editorial staff includes five others, Miss Jean Ten Broeck, Elmer Selby, Hubert Armstrong, Phil Kohlsaat and R. Pearson, and in addition there are several part-time employes. wcnc ·LJIII.