Prensa Presses

On the roof of the imposing La Prensa building in Buenos Aires' wide Avenida de Mayo is a large siren. Its piercing screech, audible for miles, heralds the break of hot news. Long ago a city ordinance was passed forbidding use of the siren and the publishers rarely sound it nowadays. But when some world-shaking event takes place, La Prensa's horn shrills and a Prensa office boy trots downtown to pay the fine before its echo has died away.

Last week the fingers of La Prensa's acting publisher, Dr. Alberto Gainza Paz, itched to push the siren button. There was much to celebrate. Not only was it Nueve de Julio, Argentina's Independence Day, but potent old La Prensa was formally inaugurating a new $3,000,000 printing plant, finest in South America. Its holiday edition ran to 725,000 copies-- 150,000 more than its previous record.

The plant is housed in a new building a half mile from the main office, in the rent-cheap industrial district. It is linked to the editorial rooms by pneumatic tubes. The installation includes a 21-unit Hoe press similar to that of the New York World-Telegram. The press is driven by 56 motors, is fed by 63 rolls of newsprint and two six-ton tanks of ink. A normal edition of 250,000 copies (400,000 Sunday) is spewed out in considerably less than an hour. Since Buenos Aires is so far from the Canadian pulp market, La Prensa keeps on hand up to 7,500 tons of newsprint, enough to supply its needs for three months or, in emergency, to produce a smaller paper for a year.

Completion of the new plant marked the almost complete retirement of La Prensa's publisher and principal owner, Don Ezequiel P. Paz. Son of the late Dr. Jose C. Paz, who turned out the first copy of La Prensa 65 years ago on a tiny hand press, Don Ezequiel started to work around the shop as a youngster in 1896, took full charge while still a young man. He devoted his life completely to his newspaper, spent nearly all his waking hours in his incredibly ornate office, denied himself to practically all callers except his editors. Past 60, of nervous temperament, he lives nearly half the year at his French estate near Biarritz. On his transatlantic trips he customarily takes a large party of relatives, and for the sake of his diet, a cow. The cow makes the round trip but must be sacrificed in sight of her native land because of Argentina's rigid quarantine against all imported cattle. Don Ezequiel sailed for Biarritz last month, regarding the new plant as perhaps the last important milestone in his publishing career. Childless, he turned his responsibilities over to his nephew, youthful Dr. Alberto Gainza Paz, whom he carefully tutored as he himself had been trained by Founder Jose. So puny in boyhood that he was not expected to live. Dr. Gainza made of himself one of the foremost amateur athletes in Buenos Aires.

Beyond dispute La Prensa is the leading newspaper in South America, is read throughout the continent. Sternly independent, it truckles to no political party, even refuses to accept political advertising on the ground that if any politician is really as good as he claims, he is legitimate news and will be reported accordingly.

To U. S. newsreaders, a typical copy of La Prensa is a curious sight. Prime headlines are massed in a six-column box on the front page, which is otherwise filled with classified advertisements. The "classifieds" run through the next six pages and supply the wherewithal for Publisher Paz's proud boast that La Prensa is independent of large commercial advertisers. The news pages begin with a lengthy, learned article which most readers skip, but which is supposed to wield strong influence in high places. The news columns proper are top-heavy with foreign news. Probably no other newspaper in the world spends so much money on cable tolls--a fact partly due to Argentina's cosmopolitan population. La Prensa demands important political speeches in full. It "discovered" Albert Einstein for the world press by first requesting United Press to interview him on his theory of relativity 15 years ago. After La Prensa printed it, U. P. decided to try Einstein on its U. S. clients. La Prensa gives any amount of space to amateur sports, demands play-by-play coverage on important chess matches, but refused Argentina's Prizefighter Luis Firpo more than the barest mention even at the height of his popularity. It prints voluminous market news, lottery drawings, crossword puzzles, no comics except on Sunday. Its newsphotos are rare and inferior. On Sunday it offers rotogravure in color.

Employing no advertising salesmen, La Prensa never solicited an advertisement. Until a few years ago it would not permit advertisers to use large display type. It rejected a substantial Wrigley campaign because it hesitated to introduce the gum-chewing habit to Argentina. It saw no sense in a Quaker Oats breakfast food advertising program because Argentinians do not eat breakfast. However, La Prensa does print many an advertisement of doctors specializing in venereal diseases. La Prensa is one of the wealthiest newspapers in the world. The Paz family took from it enough to live in ease, plowed back huge sums for improvements and. notably, social services. One of the oldest services is a general delivery postal service, begun after the great immigration of the 1860's when the Argentine post office proved hopelessly inadequate. To this day a letter addressed care of La Prensa will reach any Argentinian of known residence. Also La Prensa maintains free medical and surgical clinics for the poor, free legal service, and a free three-year music school. Its building houses banquet rooms, lecture halls, library, gymnasium.

The Paz family likes to regard La Prensa as Argentina's property, themselves as hired managers.

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