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Newspaper Page Text
HOW NEWSPAPERS LOSE MONEY ON WHITE PAPER
AND MAKE THEIR PROFIT FROM ADVERTISING
By N. D. Cochran, Editor of The Day Book.
Discussing The Day Book yesterday, I said that it got the full
telegraphic and cable news report of the United Press. With that
report, consisting of many thousands of words daily, together with
local and features service, The Day Book could fill up as much
space as any newspaper in Chicago.
But all of the general news is boiled down in The Day Book.
Very little space is consumed by headlines; and the result is that
there is more actual news in The Day Book than in any other even
irg paper in Chicago.
j For years the newspaper business has been developing stronger
-'On the advertising than the news side. It is the advertising and not
the news that increases the size of newspapers.
- First the advertising is placed in the forms, and then there must
-be reading matter to fill in the space around the advertising. The
bigger the paper in pages, the more reading matter there is needed
to fill in this space, and hence the more bunk that isn't news.
The newspapers themselves don't always control this, as many
j advertisers demand position that calls for reading matter on top
and alongside or on top or one one side.
c? There isn't a daily in Chicago of any consequence that doesn't
- rlose money on the white paper in every copy it sells. None of them
, Ipays less than two cents a pound for white paper, and yet none of
'them gets more than a half cent wholesale for the paper.
Besides that, there is the enormous expense of delivering the
c paper all over town by autos, wagons and other delivery vehicles,
to say nothing of the army of men and boys hired to handle the
Losing money so far as white paper and the reader are con
cerned, it becomes necessary to make their profit out of the adver
tisers. The advertiser, therefore, becomes the newspaper meal
. ThaJ has led to the management of many newspapers from the
business office, where the money comes in. And quite naturally,
the business office doesn't want the news and editorial columns con
ducted in a manner that will offend advertisers.
Chicago newspapers were quite human when they put the soft
pedal on the report of the Chicago Vice Commission, headed by
aiDean Sumner, for that report commented severely on the bad effect
i; of low wages paid women and girls in the department stores.
The department stores are big advertisers.
The frequent elevator accidents in Chicago department stores
got no publicity in any newspaper except The Day Book, because