Word: newsprints
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Newspapers can expect cutbacks of from 5% to 15% in the amount of paper they want this year. One reason is that Britain has more dollars to spend on newsprint from Canada, chief supplier of U.S. newspapers. A bigger reason is that U.S. newspapers have got so fat that they are now using 60% of the total world supply, v. only 44% before the war. And they are getting fatter...
Since the pinch will not hit everyone alike, most publishers can make up the shortage by cutting down on waste (e.g., printing too large a press run), which now takes some 5% of newsprint. Others will have to scramble in the tight spot market, where prices are already up to $200 a ton, v. $106 on long-term contracts. Contract prices themselves may be boosted...
When the evening Atlanta Journal published a 104-page, ad-filled Thursday paper last week, it was a hefty surprise to the 250,000 Journal subscribers. The reason: only a month before, the Journal had announced that it was cutting down on advertising because of the newsprint shortage...
...Journal's one-day solution was simple. Unable to buy sufficient newsprint at the contract price of $104 a ton, the Journal and the jointly-owned morning Constitution had cut their advertising 20% (TIME, Oct. 9). But they had also bought up 350 tons of newsprint on the open market at from $175 to $200. This they offered to advertisers willing to pay the regular ad rates plus a premium to cover the high-cost paper. Several advertisers had also bought paper on their own account. For the extra 90 tons used in last week's Journal...
...case, many of the price rises in raw materials seemed as unjustified to businessmen as retail increases seemed to consumers, in the light of corporate profits. When five Canadian paper mills raised newsprint prices $10 a ton, Editor & Publisher took a hard look at their profits. They were running from 11% to 79% greater than last year. Demanded E. & P.: "How greedy...