The Freeman: The Early Years (Some Unknown Facts: Second of Four Parts)

CEBU, Philippines – Paul Gullas (in photo) hired separate editors for the English and Visayan sections.

The first English section editor was Julian Bulaon, a Tagalog friend of Paul whom he invited to Cebu for this purposes. However, on the 10th issue (July 13, 1919), Ismael Amado took over as English section editor, while Bulaon stepped down as business manager.

Ismael Amado was the son of a big landowner in San Mateo, Rizal. After finishing high school, he went to United States to study for five years under the pensionado program which the American Administrator implemented at that time to hasten socio-educational change in the Philippines. After his U.S. studies, Amado taught in Manila schools, contributed articles to Manila newspapers and edited Renacimiento Filipino. He lost in the congressional selection in 1919 since another candidate split their party votes (NP), allowing the democratic candidate to win. It was after this election that Paul convinced Amado to come over to Cebu.

The incumbency of Amada saw The Freeman successfully win a major share of the local leadership clientele, then largely dominated by Nueva Fuerza-Bag-ong Kusog and El Precursor. He served The Freeman for several years.

Pedro T. Lopez, a cousin of Paul, edited the English section during the late1920s. In 1930, he left The Freeman to publish and edit his own paper, the Nasud. Later elected as congressman, he perished with the late President Ramon Magsaysay in that tragic airplane crash at Mount Manunggal. Lopez was ably assisted at The Freeman desk by Tomas Cabili. Cabili later migrated to Mindanao, endeared himself to the Muslims, gained acceptance in Muslim society as a datu, and subsequently became a senator of the Philippines.

Visayan Section Staff

The Visayan section had Saturnino Villoria as editor on its inaugural issue. A native of Talisay, Cebu, Villoria was known then for his Visayan articles which appeared in the local papers.

Seven issues later (June 22, 1919), Domiciano Lambo, vernacular writer from Southern Cebu, took over as editor. (Villoria emigrated to Ormoc, Leyte, but now and then still contributed Visayan articles in the local papers).

In late November 1919, E. P. Fadullon took over as Visayan section editor. Slightly over a year later (January 9, 1921), Pedro L. Sanchez assumed the post. Sanchez was a native of Mandaue City, the father of the present Freeman sports writer Orlando C. Sanchez.

Gaudencio R. Peña manned the Visayan editorial desk on August 27, 1921. He hailed from Argao, Cebu, where the young Peña contributed articles to Bonifacio Miñoza’s magazine Ang Magbabaol.

Peña finished high school at the Cebu High School in 1913, studied law at the Visayan Institute, and by 1921 had made a name for himself for his short stories and poems when Paul tapped him for the editorial post.

The following year, he served not only as Visayan section editor of The Freeman but also as English section editor of Vicente Rama’s Nueva Fuerza, a Spanish-English weekly, the forerunner of the Bag-ong Kusog. Peña was later elected as provincial board member, together with General Maramara during the incumbency of Gov. Sotero Cabahug.

Sometime after Peña, Paulino Ybañez, from Bantayan, Cebu, occupied this post. He later served as representative for the 7th district of Cebu.

Aproniano Borres held that position for a short time, but later transferred to Rama’s Progress. He now resides in Manila where he published a tabloid, The Recorder.

Also for a short time only in 1927, the “entertaining” figure Piux Kabahar became Visayan section editor. In local print and broadcast media, and in vernacular stage plays. Piux name had become synonymous with hilarious, “clean” jokes and plots.

He was followed in 1927-28 by an equally well-known figure in local print and broadcast media, besides politics, the present IBP Assemblyman Natalio “Talyux” Bacalso.

At that time Talyux was also serving as secretary of Paul in Congress when Paul was elected representative, in 1925. Later he edited Bisaya and Lamdag.

Talyux Bacalso was followed in The Freeman’s desk by Flaviano Boquecosa, better known for his pen name F. BOK. One of the versatile pre-war vernacular writers, Boquecosa studied at the Cebu Junior College. He took up law at Visayan Institute. Two of his novels gained wide readership, the Ang Palad ni Pepe and Anak ni Pepe. Later, he edited the Bisaya and Lamdag. He now resides in the United States.

Rufino B. Noel, who once won The Freeman’s essay writing contest, followed Boquecosa as Visayan section editor. He is one of the most well known vernacular writers, having edited besides Ang Tigmantala, Nasud, Bag-ong Kusog, Adlaw and in 1951 the Cebuano Section of the Morning Times.

Three others also edited the Visayan section, although we have been unable to pinpoint the period of their incumbency. There were Frank Alvarez, Rito dela Serna, and Alejandro Fortuna.

Dela Serna later became mayor of Opon (Lapulapu City) while Fortuna served as mayor of Mandaue in 1940 and during the war years. Together with his wife, Fortuna was executed by the Kempeatai in March 1945.

Reviewing the names of those who had once served as editor of The Freeman, one observes that it had provided medium of expression and training for many persons who later rose to national province.

Business Management

In its maiden issue, The FreemaN’s business manager was Glen Russel, an American then residing in Cebu City. After nine issues, when Asado became editor in place of Julian Bulaon on July 13, 1919, the later became business manager.

Francisco U. Perez Fanlo replaced Bulaon in January 1921. In October of that year, he was assisted by Domiciano Lambo, formerly Visayan section editor.

Fanlo held the post of business manager for several years. He started two formats in The Freeman’s advertisements, the “Cebu Business and Professional Directory,” and the “Freeman’s Classified Advertisements.” The former sometimes occupying an entire page, contained the names and addresses of automobile dealers, spare parts dealers, men’s furnishing, textile retailers, school supplies stores, bookstores, dealers of farm tractors, dealers of bicycles and motorcycles, lawyers, physicians, dentists and others.

Besides these two grouped advertisements, individual notices were also posted. The front page, inside front, back and inside back page always contained ads, not write-ups.

The language used in the advertisement varied according to the direction of the advertisers. Thus, the shipping schedule of the Cebu Navigation Co. Inc., was in Spanish. Similarly, in the 1930s although the paper’s articles were in Visayan, the camera Kodak put its advertisement in English, the still familiar “Take a Kodak with you wherever you go.” (To Be Continued)