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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.