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Newspaper Page Text
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People had become so accustomed to aavertlsimj-in newspapers that
the opinion was common that no newspaper could be made to pay without
advertising; and The Day Book was not expected to last.
It was a journalistic experiment, as there was nothing else like it in
the 'world. In spite of all dire predictions it kept on coming out every day,
and with live news-in every issue that could be found in no other Chicago
I have demonstrated to my own satisfaction that this adless newspaper
can be made to pay, with not a penny's worth of advertising matter in it.
It can be made to pay with no other receipts than the wholesale price re
ceived from newsboys and carriers. r
When you cut advertising out of the modern newspaper you cut out
about 90 per cent of the cost of publication.
Two experiments have been tried recently in Chicago. One is the adless
Day Book, the other is the conventional Press, which though more pro
gressive and human than the established newspapers, and in sympathy
with the working class, still was much the same in size, form apd make-up.
The adless, tabloid form proved to be more popular with Chicago read
ers, and the result is the absorption of The Press by The Day Book, by
which The Day Book takes over tne '
good will of The Press, and so much
of its circulation as cares to take The
Day Book in its stead.
This involves no change in the pol
icy, purpose or program of The -Day
Book. It will go on just the same as
it did before the change, without the
slightest alteration in the policy I
outlined when I issued the first copy
of The Day Book.
I am fully satisfied at the result of
both experiments, that the only way
to establish an honestly free press in
this country is by the publication of
adless newspapers newspapers that
are under no obligation to any inter
est save that of their readers.
I hope that readers who have
found hope and inspiration hereto
fore in the progressive Press will
find at least as. much of both in The
I am trying to give the 95 per cent
of Chicago's citizenship a newspaper
that is THEIR newspaper in every
I have said here that cutting but
advertising cuts out about 90 per
cent of the cost of publishing a news
paper. That statement is literally
-Every newspaper in Chicago act'
used in each issue. That is the white
paper in each copy of The Daily
News, for example, costs two or three
times as much money as the News
gets for it at the wholesale rate; and
the loss on white paper alone by the
Daliy News can't be far from $700.
When the Tribune cuts its retail
price from 2 cents to 1 cent Is cut off
approximately $750 a day revenue.
The loss on white paper must be
made up by the rates charged for
advertising. And the people, the
readers, when they buy goods have
to pay for all these losses and make
up the profits of both newspapers
The advertising regulates the size
of newspapers. The more advertising
the bigger the paper; the bigger the
paper the more presses, type-setting
machines and her mechanical equip
ment to print it.
The cost of getting forced circu
lation in order to get higher adver
tising rates is enormous. This takes
in the giving of premiums bribing
people to read the paper and other,
wildcat schemes, multiplied editions,'
hour by hour, expensive delivery all
induced by advertising and a greed
for higher advertising rates.
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. ...tir. readers of 'The Day Book In detail