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The day book. (Chicago, Ill.) 1911-1917, August 05, 1914, LAST EDITION, Image 9

Image and text provided by University of Illinois at Urbana-Champaign Library, Urbana, IL

Persistent link: http://chroniclingamerica.loc.gov/lccn/sn83045487/1914-08-05/ed-1/seq-9/

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ONE MAN'S OPINIONS
BY N. D. COCHRAN
Newspapers and the War. News
papers that run extras every few
minutes increase circulation, but it
is a mighty costly game for them;
and instead of increasing profits it
reduces them, and in many cases
turns profit into actual loss.
The European war will be tre
mendousjy costly to American news
papers because of the enormous cable
tolls. The press associations will
have to spend money like water to
get the news and will have to charge
the newspapers more for service.
With most of the advertising news
papers every increase in circulation
means decrease in profit. They can't
very well raise their advertising
rates, because increased circulation
through numerous war extras isn't
worth anything to advertisers. It
means duplication, one reader buy
ing several copies a day of one paper.
And there is an actual loss on white
paper, because the white paper in
most of the big papers costs more
than the publisher gets wholesale for
it. The more papers he sells, unless
he can increase advertising rates, the
less money he makes if his paper is
profitable, and the more he loses if he
is running at a loss.
The battle of the extras is really
part of the newspaper war for circu
lation. Numerous editions in times
of peace are part of the same game
to increase circulation and get higher
advertising rates. In war times it is
worse. The rival publishers are play
ing the game so as to get their money
back from advertisers after the war
is over.
The papers that carry the most advertising-are
the worst sufferers. For
illustration, the News and Tribune
publish the most pages because they
carry the most advertising, and their
losses are greater on white paper
than the losses of the other papers.
An adless paper like The Day Book
publishes the same number of pages
daily, because it carries no advertis
ing, and its size is not regulated by
the amount of advertising. It makes
a profit on every copy sold, and has
to sell only enough papers to make
the profit cover the expense of get
ting the paper out. The other papers
vary their size according to the
amount of advertising.
The longer this war lasts the
tougher it will be for the advertising-newspapers.
Who's Looney Now? This coun
try is now full of people who are
mighty glad Woodrow Wilson was
elected president, even if they voted,
for Teddy or Taft.' If ever there was
a time when we don't need a man on
horseback and with an awful appe
tite to fight it's now.
Instead of the European war catch
ing us busy in a little war of our own
with Mexico, Wilson's peace policy
is triumphant and this country is in
position to do something for human
ity, as the only big and powerful na
tion not threatened with war.
LETTER TO EDITOR
Ax COMPARISON
Editor Day Book: Within the last
week four big Chicago dailies and
scores of papers all over the country
have praised the work of European
Socialists who denounced their own
rulers and extended the hand of
brotherhood across border lines in ef
fort to prevent war.
Jean Jaures, martyred in France
by jingoism, they mourn as an ideal
ist and world-patriot. One and all
unite in condemning the masters of
Europe for precipitating war over a
matter of the wording of an apology,
a boundary line or a flag. And these
are the same papers who, a few
weeks ago, stood with their heels on
Mexico's neck and clamored for
twenty-one guns.
1 There is a famous theory of his
tory which, explains that meif s
HMMMMI

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