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title: 'The Day book. (Chicago, Ill.) 1911-1917, July 23, 1913, Image 2',
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Image provided by: University of Illinois at Urbana-Champaign Library, Urbana, IL
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advertising.- It gets the complete cable and telegraphic press association
report of the United Press, the largest press association for afternoon news
papers in the world a press association that serves more afternoon news
papers than the Associated Press.
The Day Book has the exclusive service in Chicago of The Newspaper
Enterprise Association, the largest and by far .the best newspaper feature
service in existence.
The Day Book has its own staff of reporters, writers and editors.
The Day Book has a complete newspaper plant, with a press that will
print, cut, paste and fold 36,000 copies an hour In the form you now have
in your hand.
The only difference between The Day Book and other newspapers, aside
from policy, is that it is an adless newspaper. And that is a wonderful dif
ference for it means that The Day Book can be under.no obligation to any
body or any interest other than its readers.
That is the germ of the idea of an adless newspaper. The Day Book
has no source of revenue except from the sale of papers and the waste
paper. It cannot be under obligation to the multlest multi-millionaire in
town for more than the urice of a codv of The Dav -Book, and the noorest
man in town has that much. - ..
The general impression is that The Day Book can't be made to pay
unless it takes advertising. That impression is wrong. The Day Book can
be made to pay as an adless newspaper, and with no receipts except news
paper sales, provided it can get a very large circulation. THAT MEANS
THAT NOBODY CAN MAKE IT PAY BUT THE PEOPLE OF CHICAGO,
AND THAT THE SAME POWER THAT ALONE CAN MAKE IT PAY CAN
KILL IT AND PREVENT IT FROM PAYING. '
The ordinary daily newspaper that makes its profit from advertising
loses money on white paper. That is, the white paper in each issue costs
more than the newspaper gets for it; and the enormous cost of delivery of
advertsing papers makes the loss on white paper all the greater; which
means in turn that the advertiser has to pay for it, to make good that loss;
and the people who patronize the advertiser pay all In the end.
I am not criticizing other newspapers for that; they can't help it. The
system grew up that way, and they are part of the system. And you know
the influence of the advertising system on newspapers.
The advertising newspaper varies In size from day to day. That Is
governed by advertising. The Day Book is the same every day. Advertis
ing can't change Its size. Advertising can't have any governing Influence
on an adjess newspaper.
If a newspaper can be made to pay as an adless newspaper, then we
are sure of a free press, without which there can be no liberty. For no
special interest can give to or take away from an adless newspaper that
which makes it profitable. Only its readers can do that. The power over
an adless newspaper the power of life and death Is in the hands of the
people, where it should be.
Every day this office Is compelled to say to people who write, telephone
or call here wanting The Day Book delivered to them, that we are not de
livering In their neighborhood. If I were after circulation in order to sell
advertising space I would be after all the circulation I could get, and would
run automobiles and wagons all over Chicago; for ifc wouldn't make any
difference about losing money on that circulation. I could make the ad
yertiser pay that, and he could get it from his customers.
But The Day Book can't afford to get circulation that doesn't pay. It