Word: ruralization
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...dominates both W. N. U. and A. P. A. qualifies as No. 1 in the rural press. Last week it seemed that the man would be 57-year-old John Holliday Perry. Already president of A. P. A., which at one time competed with W. N. U. in selling feature boiler plate, Mr. Perry has long sought control of W. N. U. Two years ago, he barely missed it when W. N. U. called off a plan to throw itself into 77-B bankruptcy to scale down interest payments (TIME, April 27, 1936). Last month, he bought enough voting trust...
...Perry's qualifications as a rural press titan include ownership of the American Press, trade paper for weeklies, and Publishers' Autocaster Service, which has cut costs for national advertisers by selling country publishers thousands of casting boxes for making plates. Mr. Perry entered the publishing business as an attorney for the James G. Scripps papers in the Northwest. Later he became national counsel for the United Press Associations, the Scripps Newspapers and the Newspaper Enterprise Association. Publisher Perry owns four dailies in Florida† and the bright Reading, Pa. Times. He has made money in Florida real estate...
...Rural journalism began as a sideline for job printers. Its editorial basis was local gossip; its financial foundation was patent medicines-Lydia E. Pinkham's Vegetable Compound, Sloan's Liniment, Beecham's Pills, Carter's Little Liver Pills, which were among the first national advertisers. Today there are 11,852 country papers, nearly half of them more than 50 years old, 151 more than 100 years...
...Their average circulation is nearly 2,000. They serve more than half the population of the U. S. While their columns now include many of the features found in dailies, and streamlined autos have joined the pills among the ads, they remain the most authentic expressions of U. S. rural life...
Aaron Slick From Punkin Crick (Tues. 8 p.m., CBS). Famed rural comedy tops off more than 25,000 country stage performances with its radio debut, opening Four Corners Theatre series...