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
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."