OCR Interpretation


The day book. (Chicago, Ill.) 1911-1917, January 18, 1916, NOON EDITION, Image 2

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

Persistent link: http://chroniclingamerica.loc.gov/lccn/sn83045487/1916-01-18/ed-1/seq-2/

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newspaper to make a financial suc
cess and still be of service to the pub
lic. We advertisers are largely re
sponsible for that We don't want
them to print accounts of accidents,
thefts or other troubles-in. our stores.
We try to get them to print compli
mentary reading notices. If what
happens in our stores is legitimate
news it should go into the newspa
pers. If it is not news it should not
.be printed.
"The value of advertising depends
upon the strength of the newspaper
with the public its prestige, the
service it renders, the things it
stands for.
"Just to the extent that we induce
a newspaper to print our reading
matter, which is not eal news, to
that extent exactly we weaken that
newspaper's standing with the pub
lic and also to that extent we dimin
ish the effectiveness of that news
paper as our advertising medium."
It is a blamed shame that Chica
go's merchant princes should have
missed this little talk by one of their
, own brethren. This windy city of
ours is rotten in the newspaper
game. News is news here when it
doesn't hit any big advertiser. That
is the play of the Trust Press.
Murder and war streamers are run
all over the front pages of the loop
' papers. Hearst sheets go wild over
possible intervention in Mexico. All
the papers are strong for news that
doesn't hit back at their advertisers.
The publishers in Chicago are a
game bunch of sports in the news
publishing line not.
If some ordinary shopper is killed
in a big department store not a line
in the Trust Press. If the price of
' gasoline goes to the sky, blamed lit
tle attention is paid to it by the Trust
Press, after a full page ad on gaso
line is run. If some big concern's
auto truck kills somebody that's
worth a little three-line brief.
Of course, when some prominent
person happens to be the victim the
papers are forced into a corner .and
have to come out with the name of
the owners of the truck. That was
the case in the killing of Katherine
Goggin by a Marshall Field truck.
Pilene points out how the newspa
pers fall for the bunk of the big ad
vertisers and then how the same big
advertisers come back and weaken
the newspapers' standing with the 4
public.
Has Chicago a big advertiser who
will come out and agree with Mr.
Filene of Boston on the newspaper
advertisers' game? If so, let's hear
from him.
The Day Book absolutely believes
in playing fair with everybody. We
would much rather boost than
knock. Nobody likes to be a knock
er. Some folks accuse us of knock
ing when we publish the news of an '
elevator accident or the news of rank
treatment to women arrested for
shoplifting in a department store. It
may read like knocking to folks who
have been reading the Trust Press.
That's because you seldom see news
accounts of that sort in the Trust
Press.
We do not take any advertising.
Nobody's got a pull. We would gather
print the announcement of a union's
barn dance than we would the notice
of a society wedding out on the
North Side. We'd rather take a wal
lop assome boss who hands his little
girl employes rotten pay than we
would publish the name of some
poor girl who has been mixed up in
a shady story.
In the boss' case, he's got it com
ing to him. In the, girl's case, she
merely may have slipped once.' Lack
of publicity might help her to get on
the right track
Anyway, The Day Book is out to
get all the live news of the day. We
don't know what suppression of
news means when it comes to The
Day Book. Nobody has any influ
ence except the little American cop
per cent. And the only influence it
'"p is to buy a copy of The Day
Book.

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