has never regularly compiled them, and the National Paper Trade
Association, composed of paper merchants was unable to furnish
any. The only estimate the author has obtained, comes through the
President of the American Paper & Pulp Association, (The Manufacturers’
Association), who wrote on Jan. 22nd, 1914--
THE PAPER TRADE
“In writing paper I should estimate that 95 per cent is sold
through the jobbers.
In book paper I should say not over 33½ per cent is sold through
jobbers.
In news paper probably not over 10 per cent is sold through jobbers.
In wrapping paper I should say about 95 per cent is sold through
jobbers.
In box boards probably not over 25 per cent is sold by jobbers.
Tissue paper, perhaps 25 per cent is sold through jobbers.
(The balance is sold direct to manufacturers who re-manufacture it,
like toilet paper manufacturers).”
The indications therefore are, that the very large consumers of
printing papers buy direct from the mills, as do many of the large
manufacturers of commodities composed largely of paper.
The printers who in the aggregate consume large quantities of writing,
catalog, and miscellaneous printing paper, but whose orders are
composed principally of many small items, buy almost wholly from the
paper jobbers. In localities far removed from the Mills, the jobber
very naturally occupies a more conspicuous position than elsewhere, and
his superior facilities for handling the business make him a stronger
factor than in the markets adjacent to the mills, and enable him to
handle much of the largest business to advantage.
In the _New England Letter_ issued in January, 1913, by the First
National Bank of Boston, the following interesting statement was made
in regard to paper.
“The Paper trade is essentially a hand-to-mouth trade in all branches
except the news print department. In general, purchases are made
only as required, and fluctuations in price effect but slightly the
demand. In short, an analysis of the production of the Paper Mills of
the country, taking into consideration stocks on hand, is specially
significant as an index of current trade conditions.
The situation is shown by the following table which gives an idea of
the paper output, the stocks on hand, and the number of days’ supply
available for November, 1912.
_Output and Stocks for November, 1912, of American Paper (in tons)_
==================+=========+=========+==========+=================
| Normal | | |
| Output | Actual | Stk. on | No. days supply
| per | Output | hand | on hand Output
| month | Nov., | Nov. 30, +---------+-------
| Nov., | 1912 | 1912 | Normal | Actual
| 1912 | | | Basis | Basis
------------------+---------+---------+----------+---------+-------
All Grades | 367,154 | 348,640 | 163,557 | 13 | 13
Newsprint | 113,516 | 106,715 | 43,504 | 11½ | 12
Board Paper | 83,174 | 78,243 | 11,249 | 4 | 4¼
Book Paper | 63,474 | 62,134 | 31,200 | 15 | 15
Wrapping Paper | 50,674 | 49,168 | 27,065 | 16 | 16½
Writing Paper | 16,198 | 14,024 | 23,137 | 48 | 49
Coated Book Paper | 10,868 | 9,922 | 10,750 | 30 | 32
Tissue Paper | 5,642 | 5,455 | 2,187 | 11½ | 12
------------------+---------+---------+----------+---------+-------
It is noticeable from this table what the merchants’ service means
to the Printer, for in the lines that are sold very largely, direct
on making orders from the mill to the consumer, the number of days’
supply on hand is small, whereas among the items most often used in the
average print shop, anywhere from two to seven weeks’ supply is carried
in stock.
The Jobber unquestionably occupies a permanent and important
position as the distributor of paper, not only because he affords a
centralization of information and stocks, which is more economical
than if every manufacturer had to maintain separate channels of
distribution, but also because he relieves the Printer of the necessity
of tieing up a large amount of money in paper. In earlier times,
when there were but few kinds and a small consumption of paper, the
situation was very different, and there was no need for the middle man.
Today the elimination of the merchant would mean the elimination of
the majority of Printers, for it is inconceivable that the printing
industry, in which according to Government Statistics, 86% of the
establishments do a yearly business of less than $20,000, and 52% less
than $5000, could finance itself without the aid of well organized
Jobbing Houses.
Certainly the Printers are in the total, large and important from the
merchants’ viewpoint, but there exists a strong inter-dependence,
which both should realize and recognize, as a most natural basis for
coöperation, in the expansion and increase of the demand for printing.
MERCHANDISING
Having considered the channels of trade we come to the methods of
merchandising.
Mills that sell their products direct to consumers necessarily maintain
a sales organization at their main offices, and as circumstances may
require local representatives, in the larger markets, such as New York
and Chicago, these men keep in personal touch with the customers,
furnishing samples, making contracts, following up shipments and
adjusting claims. Knowing the possible customers, this direct method
suffices without any accessory effort, such as advertising.
Their business is as a rule, strictly a wholesale proposition. It
happens in some instances that the same mills which sell some classes
of paper direct, manufacture other grades for distribution through the
dealer. While other mills rely entirely upon the merchant for their
distribution.
Formerly the paper re-sold by the merchant, was with few exceptions
handled under the private brand of the merchant. A grade of paper
so handled would be called by as many different names as there were
merchants selling it.
Frequently the manufacturer conceded the exclusive sale in given
territory to one merchant, but in other cases the same paper has been
handled by two or more merchants in the same City, sold under different
names, but not invariably at the same price. Such a condition is not
unusual, even today, but it obviously works to perpetuate the “Caveat
emptor” theory, which standard advertised brands in all branches of
merchandising is steadily eliminating.
Paper sold in this way is usually advertised at the entire expense of
the jobber. If the grade is a stock article it is listed in the price
book and shown in the sample set.
The competition between merchants has extended to their methods of
sampling, and no important dealer today is without a well arranged
Catalog and price list, giving complete data as to the standard sizes,
weights, and grades, etc., and also substantial sample cabinets, which
are distributed to paper buyers.
A comparatively recent development in the paper business, is the
exploitation of “mill brands.” That is to say, a mill manufactures and
stocks in the most merchantable sizes, a grade of paper. This is marked
with the mill brand. Agencies are established as far as possible with
a desirable chain of paper merchants, usually restricted to one for
each City. The mill prepares sample books at its own expense, which
are either mailed direct or divided among the appointed agents for
distribution. The agent lists the paper in his price lists, and gives
his salesmen the necessary information about it.
This represents the simplest form of merchandising mill brands. It has
been elaborated however, until most mills with connections of this
sort, do more or less advertising to assist in creating a demand for
their brands. They can afford to do this on a scale which would not be
warrantable for the individual dealer with a more restricted market.
Hence it has come about that many handsome specimen books, far more
elaborate than any the merchants had usually issued, have been put out
by the mills.
It is generally admitted that the influence on printing has been good,
and an appreciation and demand for better printing, especially on the
part of advertisers, has resulted.
A few mills have carried their campaigns beyond the field of direct
advertising, which includes the mailing of samples and printed
circulars, and the dissemination of printed samples in trade journals,
such as _The Printing Art Suggestion Book_, _The Pacific Printer &
Publisher_, or the direct mailing of folders or specimen books.
They also take advertising space in the _Printing Art_, _Inland
Printer_, _The American Printer_ and other printing trade journals.
Outside of these has come the use of such class magazines as _System_,
_Printers’ Ink_ and _Advertising & Selling_, and some have even
extended their appropriations to include national magazines, notably
_The Saturday Evening Post_. In one campaign a Chicago newspaper was
among the media selected; but the use of newspapers for paper publicity
is practically nil.
General Magazine advertising of paper has been principally devoted
to writing paper. This is natural, since of all paper products this
commodity has the largest number of buyers, and the matter of taste is
not so over-shadowed by technical considerations, as in the case of
printing papers.
The specifications for general printing, involve more knowledge of
printing processes than most people possess, hence the final decision
rests in a majority of cases on the printer’s judgment, so that
logically the printer is the most necessary individual to convert.
Although there has been a marked increase of late in the exploitation
of mill brands, there is no indication of the disappearance of
jobbers’ brands. A consumer today may fill nearly every requirement
at will from either class, and this condition will probably continue
indefinitely, although the tide seems to be setting for the moment
toward the mill brands.
This condition is not confined to the paper trade, and is probably due
largely to the aggressive advertising of manufacturers. Such promotion
work is still in its infancy, and a continuation of a growing demand
for mill brands may safely be predicted for sometime to come.
TRADE ASSOCIATIONS
There are two principal trade associations in the paper business, one
composed of manufacturers and the other of jobbers.
The American Paper & Pulp Association, composed entirely of
manufacturers was organized in 1877. Its purposes were described by its
President at the Annual Meeting of 1914, as “entirely educational.” It
collects and distributes statistics of production, and consumption,
among its members, aims to develop cost systems, agrees upon trades
customs, and seeks to bring about uniformity in these respects.
Technical education has been the subject of much study by the
Association, and it is hoped will lead to the establishment of trade
schools.
A labor bureau is maintained, which helps manufacturers to find help,
and laborers to secure work.
The Association is separated into divisions; News, Wrapping, Boards,
Tissue, and Writing. A Book division was formerly included, but the
manufacturers of book paper recently formed a separate organization
solely concerned with their special branch of the industry.
The Association has also played a prominent part in representing the
industry in tariff matters. The membership represented in 1915--246
mills.
The National Paper Trade Association was organized in 1903.
Membership consists of jobbers and includes the following subsidiary
associations; Baltimore & Southern Association, Central States Paper
Dealers’ Association, Empire State Association, New England Paper
Jobbers’ Association, Northwestern Paper Dealers’ Association, Pacific
Coast Paper Association, Paper Association of Philadelphia, Paper
Association of New York City, Western Paper Dealers’ Association. The
total membership in 1916 was 236.
The work of the Association has included credit organization for the
exchange of information as to credits; the study and installation
of cost systems; consideration of the relations between jobbers and
manufacturers.
There are a number of standing committees which have special details
assigned to them. They make regular reports at the annual meeting.
The existence of both associations is of distinct benefit to their
members, and to the trade in general. The establishment of standard
trade customs throughout the country facilitates the conduct of
business upon an equitable basis. Copies of these rules are to be found
in the price list of most paper jobbers, and as they are subject to
occasional changes it seems inadvisable to reprint them here.
A third organization known as the Paper Makers Advertising Club,
consisting of 15 Mills, was organized in 1914. Its purpose is to
develop the growth of printing by disseminating information about the
purpose and uses and planning of “direct-by-mail” advertising. Its
membership is open to any paper mill which sells its product in whole
or in part under its own brands.
CHAPTER TWELVE
IMPORTANCE OF A KNOWLEDGE OF PRINTING
The study of printing should be more general in all our schools--but
not as it is taught so often--by teachers incompetent to glimpse and
grasp its widest possibilities--to make it live and thrill with all its
latent power.
If its mechanical aspects are over emphasized it must fail to appeal
to intellectual scholars, since it cannot sufficiently stir their
imaginations to command interest.
The printing and publishing industry stands among the six largest from
the point of view of annual value in dollars--in this country--and has,
of course, boundless possibilities for good and evil. Nothing is more
essential to civilization intellectually or commercially, than printing.
The allied industries are also relatively important. The United States
produces more paper than any other five nations combined and hence
offers countless opportunities for a good livlihood in this line.
Six hundred million dollars and more are annually expended for
advertising in the United States and advertising invariably involves
printing of some sort.
Aside from the positions that require a knowledge of printing more or
less complete, such as proofreading, publishing, librarians’ work,
etc., there are jobs connected with the paper industry where this
knowledge, which as a matter of fact is rarely found, would prove of
great advantage.
It is evident, moreover, that some practical knowledge of printing may
prove useful if not essential for practically all men who engage in
commerce or manufacturing. They are all buyers of printing, and it is a
difficult commodity to purchase intelligently.
For authors or editors a knowledge of typesetting is very valuable.
They should know the mechanics of it, for “author’s corrections”
are the bugaboo of most printers and the cause of much unnecessary
expense and misunderstanding about the cost of printing, because the
inexperienced author seldom realizes that the change of a word may
involve the resetting of an entire paragraph.
When we have agreed that a grounding in printing is desirable for
prospective authors and business men, we have included a high
proportion of our population. Even professional men will find it
beneficial, though possibly not in proportion to the time required for
its mastery.
From a purely educational point of view, I can emphatically state from
personal experience, that nothing ever helped me more in acquiring
concentration of mind than typesetting.
There is a wholesome discipline in the performances involved in
products of the press. Nor should the aesthetic aspect be ignored. It
seems a pity that cultured persons should be so generally ignorant of
what constitutes good printing.
The same people who would not wish to admit that they could not
recognize a Sheraton chair, or a Rubens painting, have no sense of
omission from their educations because of their inability intelligently
to appreciate a beautiful example of printing, as mere printing. A
collection of well-printed books is an indulgence within the reach of
modest incomes and the source of much satisfaction.
Considering that Printing is the “Art preservative of all arts” does
it not seem like a subject which should be generally touched upon, at
least collaterally, in every institution of higher education?
To sum up a bit: Printing is an industry of basic importance to
civilization. It means, therefore, the livlihood directly or indirectly
of many persons. The opportunities open to young men well equipped with
a knowledge of printing are numerous, and the young man so prepared has
an advantage over his competitors.
So much for the commercial aspect.
Aesthetically, printing has risen in the past, and does still,
occasionally rise to high levels. Its encouragement as an art should
come from the better educated people, as well as from the hard headed
business men, who, by producing beautiful catalogs, have actually done
much to encourage and bring in an age of better printing.
Educationally, I would like my own children to undergo this training
which possesses so much that is fascinating, but is at once exacting
and disciplinary to the mind, the eye and the hand.
There is no escape from the consequences of one’s work. It remains
proved in black and white, or even in many colors, as a credit or
otherwise to one’s imagination, conception and workmanship. It is my
conviction that there are large educational advantages in the study of
Printing if it be taught by trained enthusiasts in a way to make it
live and vibrate with all its far-reaching and inexhaustible power.
INDEX
Advertising, 93
Agalite, 39
American Paper & Pulp Assn., 95
Antique, 55
Atmospheric Effects, 64
Bogasse, 21
Barium Sulphate, 39
Barratt, Thomas, Water Marking, 7
Baskerville--first wove paper, 4
Blanks, 52
Bleaching, 28
Bleaching Powder, discovery of, 10
Blotting, 41
Boxboard, 52
Breast-roll, 46
Bristol boards, 52
Broom corn, 20
Brueckmann, Dr., 7
Bureau of Chemistry, 19
Bureau of Plant Industry, 19
Burgess and Watt, 8
Bursting strength, 73
Calender defects, 78
Calenders, sheet, 55, 56
Calenders, super, 55, 56
Canson, M. inventor of suction boxes, 7
Cardboard, 5, 6, 71
Casein, 81
Chapman neutralizer, 87
Chemical Texts, 73, 74
China Clay, 39
Coated Papers, 56, 58, 81
Color, of Paper, 67, 68
Color, 79
Combining, 56
Corn Stalks, 19
Cotton-hull fiber, 20
Coucher-man, 44
Couch roll, 46, 47
Cover papers, 60
Crompton, T. B., inventor, 7
Crop plants, 18
Cylinder Machine, 7, 47, 52
Dandy Roll, 7, 47
Deckle Straps, 47
Deckle Edges, 47
De Vinne, 5
Dickinson, Co., 52
Dickinson, John, 7
Didot, François, 6
Distribution of Paper, 89
Doctor, 49
Donken, Bryan, 6
Dryers, invention of, 6
Electricity, Static, 86, 87, 88
Ekman, 8
Embossing, 55
Esparto, 36
Fiber Characteristics, 44
Fillers, 39
Finish, 68, 76, 77
Finishing, 54
Flax Straw, 21
Flow Box, 47
Folding Endurance, 74
Forest Products Laboratory, 18
Formation, 68
Fourdrinier, Henry and Sealy, 6
Fourdrinier Machine, 43, 46
Fry, 8
Griffin, Martin L., 21, 22
Ground Wood, 29, 31
Guard-board, 49
Gummed Papers, 59
Glassine Paper, 59
Grain of Paper, 63, 64, 83, 84
Hand Process, 43
Harper Machine, 52
Head Box, 46
Hertzberg’s Table, 65
Hinchman, David, 4
Holland Beating Engine, 4
Impurities in Paper, 40
Inks, 82
Jordan Engine, 42
Keller, 8
Koops, Matthias, 8
Laid Paper, 54
Make-Ready, 82
Merchandising, 92, 94
Mill Brands, 93
Mitscherlich, 34
Moisture in Paper, 84, 85
Murray, John, 1
National Paper Trade Assn., 89, 95
Opacity, 70
Packing, 80
Paper-Making, Origin of, 1
Paper Maker’s Advertising Club, 96
Paper Trade Associations, 96
Papyrus, 1
Platers, 55
Press Rolls, 47
Printers’ Responsibility, 82
Rag Stock, Preparation of, 26, 27
Reamur, 7
Reels, 47
Register, 84
Richmond Paper Co., 8
Rittenhouse, William, 4
Robert, Louis, 6
Routledge, 8
Samarkand, Conquest of, 2
Sand Settler, 42
Save-all, 46, 47
Schaeffers, Jacob Christian, 7
Screens, 42
Seasoning, 85
Sizing Materials, 39, 70
Slices, 47
Slitters, 48
Soda Pulp, 32, 34
Stamper, 4
Statistics of Manufacture, 12, 13, 14, 15
Suction Boxes, 8
Strawboard, 52
Straw Pulp, 36
Sulphate Pulp, 34
Sulphite Pulp, 34
Sulphate of Lime, 39
Supercalendering, 55, 56
Surface Sizing, 54
Starch, 39, 81
Talc, 39
Tate, John, 3
Tennant, 10
Tensile Strength, 73, 74
Testing, Paper, 70, 71, 72, 73, 74
Tilghman, Benjamin C., 8, 11
Trade Customs, 78
Vatman, 43
Waste Papers, 16, 17, 36
Watermarks, 49
Water Finish, 55
Watt and Burgess, 8
Waxed Papers, 59
Wet Machine, 29
Whatman, James, 3
Wheelwright, Charles S., 8
Wilks, John, 7
Wire, 46
Wood Pulps, 28, 32
Wood Pulp Importations, 15
Wove Paper, 54
Yankee Machine, 54
Transcriber’s Notes
Punctuation, hyphenation, and spelling were made consistent when a
predominant preference was found in this book.
Discovered typographical errors were corrected. The non-trivial ones
are noted below.
Ambiguous hyphens at the ends of lines were retained.
Index not checked for proper alphabetization or correct page references.
“livelihood” was consistently spelled as “livlihood”; not changed here.
Copyright page: The spelling of the author’s name has been changed from
“Wheelright” to “Wheelwright” to match the spelling used throughout the
rest of the book and the cover.
Page 11: The “Note” originally was at the bottom of the first page of
the chapter.
Page 15: The attribution at the end of the long table originally was
printed at the bottom of each of the pages containing that table.
Page 59: “parrafin” was printed that way.
Page 81: “may be charged to” was misprinted as “changed”.
Page 81: “case lining give access to moisture” was misprinted as “case
linning five access to moisture”.
Page 85: “when the air becomes dry exposed edges” was misprinted as
“when the air becomes due exposed edges”.
Page 91: No closing quotation mark for the paragraph beginning, “The
Paper trade is essentially”.
Page 97: “CHAPTER TWELVE” was misprinted as “CHAPTER THIRTEEN”.