44 OUR VANISHING FORESTS 



paper anyhow," we say, and then add perhaps, 

 "Look at those pages and pages of advertisements." 

 Very true, but the trouble is that the newspaper and 

 periodical managers could not give us the reading 

 matter and features without them. It is an estab- 

 lished fact that the sale price of a newspaper barely 

 covers the cost of the raw material that goes into it. 

 Take a thirty page daily paper selling for three 

 cents; the cost of approximately one-quarter pound 

 of newsprint paper which it contains is about one 

 cent, and the ink and printing expense fully make up 

 the rest. Take a weekly publication like the "Satur- 

 day Evening Post"; five cents would not pay for 

 that much blank paper. Where do the editors, 

 reporters, printers and owners come in? Why, 

 through the advertising profits. For a double page 

 advertisement in a single issue of the weekly periodi- 

 cal just mentioned, the advertiser pays fourteen 

 thousand dollars. If he finds the results worth the 

 price, it cannot be altogether a waste. No, adver- 

 tising is a legitimate industry, but advertising could 

 not be carried on without wood pulp. 



Next in importance to newsprint comes book 

 paper. The latter is a much higher grade product, 

 requiring a special chemically made pulp, while clay 

 and rosin are added in order to obtain the desired 

 texture and weight. The presence of the clay ex- 



