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Trade and Technical Press

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TRADE AND TECHNICAL PRESS, American. The principal function of the trade and technical publication is the advancement of the commercial, industrial, •professional, scien tific or other interest, which they represent, by keeping the reader informed as to the prevail ing conditions of his trade throughout the country, and even the entire world. Thus a well-edited, broad-minded, accurate and pro gressive trade journal will exert a great influ ence toward welding together the separate units of each great profession, trade or in dustry into one vast community of interest. The general newspaper and the trade journal differ in the fact that the former appeals to the whole public, whereas the latter caters to a smaller class of professional, commercial, tech nical or scientific readers, giving within its compass only such knowledge as pertains to its special field.

These organs, of which every great trade in the country has its own, bring to the atten tion of those interested any invention or dis covery. which is, or in time may become, of great importance, but which to the general public would be of little or no interest ; they present the conditions of the home and foreign markets by giving tables of quotations other wise inaccessible to the trade; and gather all possible information which may be a guide to, or throw any light upon, future conditions. Improved processes or methods of manufac ture and changes or improvements in other industries which would possibly have a bear ing upon a certain trade; the many items of general interest to the lines with which they are concerned, and the public questions which vitally affect those interests; the almost innu merable changes taking place in the industrial world; all these, and more, are chronicled in every issue of the trade journal and discussed with a knowledge of detail, a grasp of the sub ject and fullness of treatment to be found no where else.

Such papers are of much importance to the trades they repre.sent. Some are merely ad vertising sheets; some contain literary matter along wait the special news; others are deeply scientific; yet each is conducted to subserve the interest of the respective trade. Of these

papers some are published weekly; some semi monthly and others monthly; and a number of the financial papers, which may be considered as joyed remarkable and continued success, and have financially prospered far more than had been hoped, but the history of journalism is strewn with the wrecks of others whose exist ence was of such short duration that they did not pay for the original investment.

That the trade and technical journal may have the highest standard of editorial service and supervision, it is necessary that experts should be employed in the writing of articles, and none but the ablest men in each separate line should contribute, for the reader is gen erally an expert in the topic of which they treat, and any inaccuracy of statement or error of judgment is not only noticed, but is remem bered. This tendency to inaccuracy or error is in a large measure lessened by the employ ment of a large corps of trained and skilful reporters who ascertain the tendencies of the market before they have become apparent, and also by having, in a great many instances, con fidential relations with the leading minds of the trade. Thus a reputation is established, the paper becomes a power in its branch of in dustry and is quoted by all as an authority when discussing subjects of which it treats, and of which, in the nature of things, their laiowledge is limited.

The trade journal also occupies an important position in the field of advertising, for the judicious advertiser selects the publication which is. read by the class to which his merchandise will appeal, and this method is more economical and profitable to him than employing the ordi nary newspapers which reach the general public and are not carefully consulted for technical matter. The vast number of advertisements which they publish in every issue, and the prices which they receive per line for such advertise ments are astounding when the competition that exists for all these is considered. That it is profitable, however, to the advertiser, is plainly apparent from the. enormous amount of adver tising winch each journal carnes.

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