FIRE PUBLICITY AND THE PRESS. The importance of careful preparation of matter intended for publication by the person who is planning a fire prevention campaign is brought out in an instructive paper by Imri Zumwalt, published in another column. He emphasizes the importance of not losing track of the fact that the publisher’s space is his stock in trade and that matter to command attention must contain an extraordinary interest to the readers of the publication for which it is intended. Otherwise, no matter how important, from the writer’s standpoint, the fate of the material will be the waste basket. This, of course, is due to the enormous press of matter, all of it live and important, that is crowded upon the attention of the average publication. So great care is needed in the preparation of matter for the press.