The Press: Bad News

Ever since a Louisiana federal court struck down the unit ad rate used by the New Orleans Times-Picayune and its afternoon sister the States (TIME, June 9), some 170 other dailies which also use the unit rate have been waiting to see what the decision would mean to them. Last week they got the bad news. Federal Judge Herbert Christenberry 1) formally ordered the T-P to quit its unit rate (which forces an advertiser to put ads in both the papers to get in either one), and 2) put the paper's future ad rates under court supervision.

From now on, ordered Judge Christenberry, the T-P's ad rates must not be lower than either 1) the cost of producing and selling the ads, or 2) comparable newspaper advertising in New Orleans. To make sure the order is carried out, the TP, unless it can get a reversal on appeal, must submit its new rate card to the court for approval before issuing it to advertisers. Snapped Editor & Publisher: "The decree ... is a vicious ruling destructive of any semblance of freedom of action or free enterprise in the newspaper business . . . Government control is reaching further & further into the newspaper business."

Harper's and the Atlantic Monthly, which have long been archrivals, last week decided to end the most punishing part of their rivalry. To save money, they will merge their advertising staffs, sell ads for publication jointly in both magazines. (The plan is not a unit rate, since advertisers may buy ads in only one magazine if they want to.) The change will enable Harper's (circ. 150,000) and the Atlantic Monthly (178,000) to boost their combined ad guarantee to about 330,000 circulation.