ALKALINE BATTERIES WORK HARDER

AFRICAN "GOLD STANDARD"--
Alkaline Batteries are "standard" in signal service of the Rand's gold mines; power electric locomotives, too, In far-off Africa they must have batteries that will work hard without failure. They can depend on the Edison.

SWEETENS STATEMENTS--
(Godchaux Sugars, Inc. uses Edison Batteries to power its trucks.) Edison Batteries make a profit because they work so hard and their "keep" is so small. Only Edison makes Alkaline Batteries. More are used for industrial trucks than all other makes combined.

BAGGAGE MUST BE SMASHES!--
Railroads prefer Edison-powered baggage trucks because they stay on the job and so do their work more economically. Alkaline Batteries are practically immune to sudden failure--they suffer no "acid" ills.

TOIL WITH TEA--
Jewel Tea Co. moved 275 tones of merchandise daily in its new Barrington, Ill., plant...gives its industrial trucks a busy time. Tie-ups due to battery-failure would be costly; therefore the dependability of the Edison Alkaline is economical. Edison Storage Battery Division of Thomas A. Edison, Inc., W. Orange, N.J.

Hearst
[continued from page 140]


on the telephone without being routed through Colonel Willcombe. And he does not act as if Mr. Hearst were God.
Yet almost nothing of importance happens in HEARST that does not pass over Mr. Neylan's desk, or over the desk of one of his men. The only source of appeal from troubles encountered at those desks is Mr. Hearst; and Mr. Hearst will never act as a court of appeals over Mr. Neylan. Mr. Hearst has even been heard to say of recent years that he would like to buy such and such a thing "but Mr. Neylan won't let me." The two will argue, and even fight. But foolhardy would be the executive who tried to force the approval of one without the permission of the other.

JUST under Mr. Neylan in authority and at the apex of what is strictly speaking the Hearst organization, is the Hearst whirlwind--Thomas Justin White--whom Mr. Hearst has characterized as "my most important man." Mr. White is the Hearst general manager, and all that you have dreamed a manager ought to be, he is. Rugged of constitution, short in his sleep, and endlessly active, Mr. White thinks nothing of flying from New York to Wyntoon for a day's consultation with the Chief, and then flying back again to a day's work in New York. His capacity for detail is practically infinite, he will write long letters on the smallest items, patiently explain minutiae in conference, come to a smooth but decisive conclusion. Good-humored, he is nevertheless jealous of his authority and exacts of even Mr. Neylan the diplomatic approach.
If there is anything more extraordinary about Mr. White than his ability to run twenty-eight newspapers, thirteen magazines, eight radio stations, and other odds and ends, it is his background. He was born in Ireland of a remarkable mother who left her brood of children in the old country and came to the U.S. in 1893 in charge of the Irish lace exhibit in the Irish market town of the Chicago World's Fair of that year. After the exposition she established an Irish linen shop in Chicago and brought her children to the U.S. During the World War we find Son Thomas private secretary to Morgan Partner Edward Stettinius. He then went into the paper business and came into HEARST as an expert on book paper. He became general manager of the magazines; then of the newspapers (replacing Colonel Frank Knox); and in 1934 he was appointed HEARST manager.
Directly beneath him Mr. White has two lieutenants, each groomed by him. Florid Richard Berlin, Annapolis graduate, was a protégé of Mrs. Hearst's, entered the organization as an advertising salesman, and became general manager of the Hearst magazines after Mr. White had trained him for the job and left it to him. Harry Murray Bitner has an even more important job. An old newspaperman who made his reputation in helping to build up the Detroit Times just after Brisbane bought it in 1922, and who became editor and publisher of the Pittsburgh Sun-Telegraph when Mr. Hearst bought that in 1927, he is general manager of all the newspapers, likewise being picked out by and succeeding Mr. White.
Neither Mr. Bitner nor Mr. Berlin, mind you, nor for that matter Mr. White, has anything to do with the editorial matter of Hearst publications. They are operating men purely--Mr. Bitner, for instance, being in charge of all advertising matter in the twenty-eight Hearst papers, the personnel, the circulation (now being handled by William Randolph Hearst Jr.), the machinery and plants. A shrewd, dry-witted Pennsylvania Dutchman with a low voice which he can sharpen considerably when he wants to, he has his headquarters in the Hearst Publications Building, Manhattan, but travels the road a good deal to ask why there are two new men on your advertising staff, or why your production costs have gone up. As for the Hearst radio stations, they are considered so important at this juncture that Thomas Justin White himself is directly in charge of them, though he will doubtless train a third lieutenant for this branch of HEARST as time goes along.
Under Mr. White and Mr. Bitner are the twenty-eight so-called newspaper publishers--the colonels of the army, most of whom have little more to do with the editorial matter of their dailies than Mr. Bitner has. It is true that a good deal many editorial details reach their desks, and in some cases the publishers are also editors. But, by and large, the Hearst newspaper publisher (or manager, or whatever title he has) is a businessman, trained along advertising and circulation lines. Besides his business routine and the necessity for cooperating pretty closely
[Continued on page 146]

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