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Newspaper Page Text
MORE SIDELIGHTS ON NEWSPAPERS AND THE
ADVERTISING GAME IN CHICAGO
BY N. D. COCHRAN
In a previous story on the local newspaper situation I said I believed
Bg Business would rather kill the Tribune than the Record-Herald or the
Inter-Ocean, but didn't dare because of the big circulation of the Tribune.
In some respects the Tribune. i& more independent than any of the
other morning papers. There are times when it is almost human. It is not
as human as I believeJts publishers would like to make it, but they come as
close to it as they dare.
Advertisers are selfish as most business men are. They are afraid of
the power of a newspaper with a'big circulation and some courage. If the
State street stores were to try boycotting either the Tribune orthe News,
either of those papers alone could lick the entire State street combine.
All they, would need do would be to tell the people about the situation,
and the people would do the rest.
The Tribune has the circulation lead in the morning field. I believe its
circulation statements, and I have my doubts about those of the Examiner.
And the Tribune has strong support from its readers.
There would be no business excuse for any State street advertiser to
withdraw his patronage from the Tribune, because he gets results in that
paper. And advertisers want' results. If they advertised wholly on senti
ment, tne lnter-ocean would oe iuii
of business, because it has been the
most consistent advocate of Special
Privilege in Chicago.
But the Inter-Ocean couldn't make
circulation by that policy; and hence
when Big Business didn't get results
it quit its friend. There was 'not
enough sentiment in business to war
rant advertising where it couldn't
Naturally the big Field store would
prefer to help the Record-Herald
over the Tribune for the Field es
tate owns $600,000 of Record-Herald
-bonds. But the-other stores get bet
ter results from the Tribune -than
from the Record-Herald; and hence
advertise in the Tribune, in spite of
the fact that the Tribune occasional
ly got human and got such repre
sentatives as" George P. Bent peeved.
The point is the Tribune is strong
enough to fight back; and State
street doesn't want a fight with any
' Newspapers that become servile
tools of advertisers can't make cir
culation as fast as those that -are
more independent. The newspapers
that refuse to be controlled by ad
vertisers make such big circulation
that as a mere matter of business
merchants have to advertise in them.
If Kohlsaat had cut loose and
fought for the people when the big
advertisers cut the Inter-Ocean out
he would have made a circulation;
and when he had made it they would
have come back as a matter of busi
ness, which is much better than hav
ing their patronage as a matter of
I believe that if the State street
stores started to put out of business
any newspaper 'in Chicago that was
on the square with its readers that
paper could lick all of the stores out
of their boots; because- the public
would stand by the newspapers if
they believed It was right and was
being punished for being right.
I believe that some strong char
acter could be elected mayor of Chi
cago If he told all the newspapers in
town to go to thunder and refused
to be controlled by any of them. But
he would have to be right It would
be hard for a crook to get away
By that I mean to Illustrate what