Logotype Trouble

To save time and space 1,400 Associated Press newspapers use a logotype, AP, to label AP stories. For nearly 40 years AP has been trying to make its symbol mean as much on newsstories as "sterling" means on silver. Unnoticed though it is by hurried readers, the little logotype can even by its absence make news.

Fortnight ago, in the massive office building owned by Chicago's Daily News, Publisher William Franklin (''Frank") Knox, Republican candidate for Vice

President in 1936, stared at an AP dispatch which carried no logotype. Colonel Knox's face, normally ruddy and smiling, became ruddy and grim. He strode into his office, whose walnut panels once adorned the private library of late News Publisher Victor Lawson. Popping down before his little typewriter beside his great desk, Publisher Knox jangled the keys. In rare rough rider style he rattled off an editorial ripping into AP--the great press association of which Publisher Victor Lawson was founder, of which Melville Stone (founder of the News) was long general manager. He wrote:

"Since Melville Stone's death the organization has been experimenting, not always to the benefit of its old reputation. However, to those who knew and admired the AP tradition, it comes as a shock to learn that the management is now offering to members a new Washington column of such doubtful ethical quality that the AP is not even willing to take public responsibility for it. . . . A gossip column . . . the lowest form of journalism! . . . Shades of Victor Lawson! . . ."

Under zestful Melville Elijah Stone for 25 years, the accent of AP was on straight news. But because of the changing needs of its member newspapers AP gradually added comics, comment, cookery, other "features." One offering, used regularly by over 100 of the 1,400 dailies, is "Washington Daybook," launched eight years ago under General Manager Kent Cooper's dictum that it should not be ''spontaneous news, but clean anecdote, humor and history." Fourteen months ago AP's feature chief, Hearst-trained William T. McCleery, assigned Preston Grover to apply his salty Utah touch to this Capitol comment. Not gossipy but increasingly spicy, Preston Grovers column attempts humor, shuns scandal, specializes in harmless speculation.

The righteous and revered late publisher of the New York Times, Adolph Simon Ochs, early suggested that the pregnant logotype be omitted on AP feature stories. Since last May AP has circularized its members saying: "NO LOGOTYPE PLEASE! Editors: In the interests of providing a livelier Washington column than would be possible under strict adherence to the rules of Associated Press reporting, Preston Grover is being given a latitude of expression which makes it mandatory that the AP logotype be omitted from his copy."

Although he discovered this fact belatedly Publisher Knox acted in haste. In doing so he broke an unwritten rule: no AP member complains about policies publicly without first mumbling his grievances before AP's board of directors. But the Knox distaste for calumny was well-fed while he stumped for Alf Landon during the grueling days leading up to last Nov. 3, and he had acquired an acute distaste for all those whom he considers journalistic scavengers. In addition the Colonel is known to boast that 75% of his wire news is selected from the United Press, a well-paying tenant in the News Building.

At the October meeting of AP's solemn board Publisher Knox will learn whether he can vent his personal ire without challenge from AP. That he cannot was indicated last week when AP, clucking proudly, asserted in trade paper advertisements that Preston Grover's daily stint is ''A credit to American journalism . . . logotype or no logotype."

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