m the same editorial offices rhat had known such luminaries of the spacious past as Mark Twain, Wells Drury, Fred Harte, a brother of Bret, Dan De Quille and the now almost godlike Joe Goodman, they print their weekly edition in a summertime press run of 5,500 copies in a modern plant erected this year in the rear of the original Enterprise building. Much of the advertising is national; their editorials justify the proprietor's boast "read and quoted from coast to coast and its average circulation is some- what better than ten times the population of Storey County in wbich it is published. In designing their over-all format as well as weekly makeup, the owners of The Enterprise comply with a number of not altogether tangible requirements. Its masthead, designed by the well-known Western Press time in the mechanical department of "The Enterprise," around 1 863. advertising artist, E. S. Hammack, contains medal- lions of Mark Twain and Dan De Quille and is "busy" with Comstock scenes and atmosphere. Its heads, all of them save the ten point Bodoni of minor usage, are handset from a variety of types at once practical and atmospheric. Its Standing depart- mental heads, Pages From the Past, Other Editors Say, The West in Books, etc., were especialiy drawn for The Enterprise by Photo-Lettering of New York. The general effect is somewhat more of period atmosphere than was characteristic of the newspaper in its own early years. The reason for this will be apparent wben it is understood that Virginia City in recent years has become a tremendous attraction for summer tourists and that a very substantial news stand sale is enjoyed by the paper during the summer months. Its makeup, therefore, is designed to achieve a degree of pic- turesqueness without preciosity, a period format without too much contrived archaism. It must be a souvenir of Virginia City and, at the same time, the official newspaper of the Storey County, a going editorial concern and an effective medium for ex- pensive advertising. Too severe an appearance would abate its news stand sales; too florid a format would lend it an artificiality and spurious character its owners wish to avoid. The liberal use of front page news pictures in half tone has been found to provide just about the visual and editorial balance to complemcnt its otherwise old-time atmosphere. Its editorial page with ornate Standing heads maintains a regulär historical depart ment with a weekly line cut called Only Yesterday and for the last year and a half has run the syndicated cartoon of H. T. Webster providcd by the New York Herald Tribüne Syndicate. The wherefore of today's Territorial Enterprise is, perhaps, more complex than the explanation of its physical aspects, aside of course from the constant amazement that a weekly paper published in a ghost town in the Nevada desert should carry the ad vertising of Jack Charlie's "21" Club, Bollinger Champagne, Antoine's Restaurant and Brennan's in New Orleans, the Pump Room in Chicago, the Harvey Hotels and most of the luxury restaurants in San Francisco. The answers lie in a variety of circumstances. Its publisher was for more than twenty years a member of the editorial staff of the New York Herald Tribüne and the writing of considerable quantities of copy is a compelling habit. Both Beebe and Clegg are authors of books of Western Americana (F7. S. West, The Saga of Wells Fargo, Hear The Train Blow, Cable Car Carnival, Legends of the Comstock Lode.) and Nevada is their chosen home. They like to say they are "Forty-niners only a Century late." "It's a well authenticated fact that every chef and waiter captain in the world wants one day to own his own restaurant," says Editor Clegg. "And I suppose it s just as natural for all writers and news- papermen to want to own their own newspaper. We re not in it to do anyching for the Commu nity or for any such altruistic nonsense. We're in it to run a good paper and make money if we can. We have the plant, the know-how and a historic property with a long and romantic history. If we can t do it with these assets we'll at leasf have had tun on the way to the poor farm. And, as proprietors of The Territorial Enterprise, we'll go first class." 3 6

Print Magazine en | 1953 | | page 38