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a November 18 181905 1905 THE suN SUNfA suNA SuNk
k A SURE ENOUGH SuNICILLINGBy KILLING KILLINGBy By Us
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Picture of Tills Window Showing The Suns Circulation GirGulatlonPhoto Photo by Moore
Accepting as true that generally credited eredi d declar declaration declaration declaration ¬
ation theres nothing new under the sun this thisjournal thisjournal thisjournal
journal had no difficulty in finding something new newbecause newbecause newbecauso
because THE SUN is not affected by truths about aboutthings aboutthings aboutthings
things UNDER the sun sunThus Bun1lmB sunThus
Thus fortified by a condition peculiarly its own ownTHE ownfHE ownTHE
THE + SUN had the honor and pleasure of presenting presentingto resentingto
to the people of this city a firstclass novelty novelty which whichpossessed whichpossessed whichpossessed
possessed the additional qualifications of boldness boldnessand
and merit meritFor meritFor meritFor
For the first time in the history of Florida jour journalism journalism journalism ¬
nalism and as far as information now at hand is isa isa isa
a guide in the history of journalism in any other otherState otherftate otherState
State or nation nationTHE nationrHE nationTHE
THE CIRCULATION OF A PUBLICATION PUBLICATIONWAS
WAS EXHIBITED TO THE PEOPLE PEOPLEThis PEOPLEThis PEOPLEThis
This is what THE SUN did all last week in this thiscity thiscity thiscity
city by placing in Tills window pictured here herelists herelists herelists
lists containing FOURTEEN THOUSAND names of ofpersons ofpersons ofpersons
persons residing in Florida to whom THE SUN will willbe willbe willbe
be sent for a yearThat year yearThat yearThat
That these persons were boni fide PAID sub subscribers subBcribers subscribers ¬
scribers to THE SUN was fully proven by the ex exhibition exhibition exhibition ¬
hibition of postal cards signed by them accepting acceptingthe
the clubbing proposition made them by sixty Florida
TWO PLANESONE PLANES ONE HIGH THE OTHER R INCLINED
One day last fall Mr P L Sutherland SOUGHT SOUGHTOUT SOUGHTOUT SOUGHTOUT
OUT the writer and proposed to finance the Daily DailyFlorida DailyFlorida DailyFlorida
Florida Sun which was being published under his hisi hissole hissole
i sole management under certain conditionsI conditions
I I The writer NEEDED A FINANCIER believed believedMr
f Mr Sutherland to be it agreed to the conditions conditionsI
I i and faithfully carried them out outThe outThe outThe
The financing financing financ1D that was done was what Tom Law Lawson Lawr Lawson
r son has named Frenzied FrenziedMr
Mr Sutherland furnished a little cash got a majority ma majority mojoritl ¬
t jority holding of stock and then on his promise to tofurnish tofurnIsh tofurnish
furnish plenty more issued notes of the company companywith companywith companywith
with his indorsement in in lieu of cash cashWhen cashVhen cashWhen
When the pressure came Mr Sutherland used his hisvoting hisvoting hisvoting
voting power to wreck the paper collect the money moneydue moneydue moneydue
due and anto to sell the property of the company that thatthe thatthe thatthe
the writers money and that of nine of his friends friendsHAD friendsHAD friendsHAD
HAD PAID FOR to HELP PAY THE NOTES which whichhe
he uttered for the company When Mr Sutherland Sutherlandpromised Sutherlandpromised Sutherlandpromised
promised to finance the paper on which promise promisehe
he got control of the stock he mentioned MONEY MONEYas
as the medium of exchange ex hange NOT A WORD ABOUT ABOUTindorsements ADOUTindorsements ABOUTindorsements
indorsements indorsementsFor
For the whole world to see Mr Sutherland pub published pubHslled publislped ¬
lished over his signature in the Daily Florida Sun Sunthe Suni
i the day it suspended a statement that ho Suther Sutherland Sutherland Sutherland ¬
land would PAY ALL DEBTS DEBTSThis DEBTSr
r t This made everybody REAL GLAD and caused causedmuch causedmuch causedmuch
much favorable comment on tho high plane of ofMr ofl
1 l Mr Sutherlands business ethics ethicsThis ethicsI ethicsThis
This is what was prepared for the world to see seeHero BeeHere seeHere
I <
Here is what the world word did not see until now nowHoke nowHoke nowHoke
Hoke Engraving Plate Company fit Loute Oct Octl
l
t tffi
ffi c n e ec
newspapers by which two papers were sent for the theprice thoprice theprice
price of one Persons who raid for any anyone one of the thesixty thosixty thesixty
sixty papers on THE HE SUNS clubbing list paid for forTHE forlHM foriii
THE iii SUN at the same time under tlia arrange arrangement arrangemcnt arrangement ¬
ment made by THE SUN with those papers papersThat papers1lmt papersThat
That THE HH SUN will receive onehalf of the money moneypaid moneypaid moneypaid
paid to these sixty newspapers for subscriptions was wasPpSITIVELY WaslOSrrIV wasPOSITIVELY
PpSITIVELY lOSrrIV POSITIVELY L Y PROVEN by the exhibition in Tills Tillswindow Tillswindow Tillswindow
window of sixty contracts signed by as many papers paperscalling papers papersmtlling paperscalling
calling for FIFTY THOUSAND INCHES of adver advertising advertising advertising ¬
tising space in these sixty papers which has been beenplaced beenplaced boonplaced
placed by them to the credit pafers of 0 THE SUN SUNFor SUNFor SUNFor
For a new publication to commence business with witha
a clearly shown and proven circulation more than thanFIFTY than1Il thanFIFTY
FIFTY 1Il TY PER CENT LARGER than the largest largestCLAIMED largestOLAIMED largestCLAIMED
CLAIMED newspaper circulation in the State is BO BOstartling 80startling sostartling
startling in its newness that it must perforce have havehappened havehappened havehappened
happened IN THE SUN and not UNDER the sun sunNo IUDNo sunNo
No people under the sun are quicker to recognize recognizea
a new thing that has the imprint of merit than thanthe thanthe thanthe
the people who have made this city oltygreat great and they theygave theygave theygave
gave testimony to this display of SUN courage and andentorprise andenterprise andenterprise
enterprise until the verdict was made up that con convicted convicted convicted ¬
victed THE SUN of making a killing In the field fieldof fieldof fieldof
of circulationgetting circulation getting and proving
10 1005 I005Mr Mr Claude LEngle Sun Jacksonville JacksonvilleFla
Fla Dear Sir SirWe Wo have yours of the 17th and andnote andnote andnote
note that Mr Taylor and yourself are forming formingnew a anew anew
new company to publish the SUN aa an illustrated illustratedweekly illu illustratedweekly trated tratedweekly
weekly We will be very glad to furnish you with withplates withplates withplates
plates provided Yrovided of course that the financial end of ofit ofit ofit
it is all right You of course know that we lost loatconsiderable losteonBiderablo lostconsiderable
considerable money by the Sun and have been en endeavoring endeavoring endeavoring ¬
deavoring to get some of it back but up to this thiswriting thiswriting thiswriting
writing have been unable to do so soWe soWe soWe
We are much interested in your experience experienceof
of how it all happened and you certainly have our oursympathy oursympathy oursympathy
sympathy However since experience is eminently eminentlythe
the best teacher you doubtless will be in a much muchbetter muchhetter muchbetter
better position to succeed than you were before beforeWe beforeVe beforeWe
We will bo very glad to furnish you with plates platesin
in any amount and under any plan that will guaran guarantee ¬
tee us our money
We certainly wish you the best success in inyour inyour inyour
your new venture and will bo very glad to extend extendto
to you all possible business courtesies courte le8 that are pos possible Iossible possible ¬
sible With best regards we are yours respectfully
HOKE ENGRAVING PLATE Co CoW CoW CoW
W E Hoko Sec SecNational 8ccNational SecNational
National Lead Company Atlantic Branch New NewYork NewYork NewYork
York Nov 10 1005 1006The The Sun Jacksonville Fla FlaGentlemen FlaGcntlcmenVe FlaGentlemenWe
Gentlemen GcntlcmenVe We have your order for 600 pounds of ofbest ofhCfit ofbest
best quality uality stereotype metal for which please accept acceptour
our thanks thanksSome thanksSome thanksSome
Some time ngo we sold the Sun Publishing Com Company Company Company
pany of your city goods amounting to about 285 285and 285and 286and
and had to settle for about 76 per cent on our claim
From Monday morning until Saturday night nightTills nightTill nightTills
Tills Till east show window was the magnet that drew drewthe drewthe drewthe
the crowds crowdsFor crowdsFor crowdsFor
For six days the gazers into Tills ills window windowgathering windowgathoring windowgathering
gathering in bunches at all hours of the day < read readthe reatlthe readthe
the namos on the postal cards noted the postmarks postmarkson po tnULrks tnULrkson
on them and were convinced that THE IIJ SUN would wouldsurely wouldaurely wouldsurely
surely shine all over fair Florida FloridaIncidentally lloridnInoidentally FloridaIncidentally
Incidentally Tills cafe upstairs came in for anunusual an anunusual Ullunusual
unusual rush of business because of the fact that thatcrowds tJmtcrowds thatcrowds
crowds always got hungry and Tills can feed crowds crowdsAs
As to how this circulation was acquired it is issimple issimple issimple
simple when you know it All great truths arc arcsimple urcsimple aresimple
simple after they arc known knownEarly knownEarly knownEarly
Early last Juno Mr A K J Taylor and Ilnt Mr Claude ClaudeLEngle ClaudeLEngle ClaudeLEngto
LEngle were treated to an ovordoso of misplaced misplacedconfluence mislncmlconfidence misplacedconfidonco
confluence in some lligh highsounding sounding hut piu crust prom promises promises promices ¬
ises made by a twobyfour two byfour man with a tonbytwolvo tonbytwolvovocabulary tonbytwolvovocabulnry ton bytwelvevocabulary
vocabulary
As a result of this overimbibing Messrs Taylor Taylorand r Taylorand ylor ylorand
and LEnglo found that the black but fierce Othello Othellowas
was not the only mothball in the clothes chest t when whenit
it came down to finding an occupation gone goneUnlike goneUnlike ono onoUnlike
Unlike the swarthy Moor the two gentlemen men mentioned monotionod n11utioned ¬
tioned were not content to recount tho noble deeds deedsthat deedtlthat deedsthat
that had by them boon dono They hoy talked instead insteadof
of how some deeds might still bo done do no in their chosenfield chosen chosenfield chosenfield
field of journalism journalismSurveying
Surveying the Florida field their eyes encoun encountered encountered oncountored ¬
tered many little fences inclosing inclmi lIg Home mans partic particular pnrticular particular ¬
ular pasture and so thick woro the fences that the theeye thooye theeye
eye could not discover whom ono loft off and tho thoother thoother theother
other began Dark and forbidding wan tho prospect prospectuntil prospoctuntil prospectuntil
until tho light of a great idea shown forth making
it bright and inviting invitingrhis
This idea was 10 MAKE MAI A GREAT STATE STATEPAPER SlArPAPjpR STATEPAPER
PAPER that would not interfere with tho fence put putaround putaround putaround
around any one journalistic pasture but would share sharetho aharothe sharethe
the lifegiving lifo giving verdure of them all leaving an abund abundant nhutHlant abumlant ¬
ant feast to each fencebuilder fencebuilderFollowing fcncohuilderFo1lowing fence builder builderFollowing
Following tho idea came tho conviction that to tomake tomake tomake
make a great State paper A GREAT GlU Al STATK + a CIRCU CIRCULATION CIRCUJJNnON C11tCULATION ¬
LATION was necessary The rust was a matter of ofdeciding ofdeciding ofdeciding
deciding on a plan to get ot this circulation circulationBy
By a process of elimination tho plan pIn n was found foundand foundand foundand
and the putting of it on was a mere trifle of three threemonths threomonths threemonths
months nard work day and night traveling tho thoState thoState theState
State StateThe
The proof of tIle successful culmination of tho idea ideatho jloathe ideathe
the plan and tho execution was the showing made madein 1111 < 10 10in
in Tills window last hl t week weekTho wook1he weekThe
The REAL AND FINAL l NAJJ TEST lJ SL camp when tho thobusiness thobusin thebusiness
business busin as men woro invited to buy SUN space s luco at ono onodollar onodollnr onedollar
dollar per inch por insertion tho HTOllJ HIGHEST + 4S1 r PRICK PRICEchargfor PRICKcharged PRIOIcharge
charged chargfor Jor for advertising Hpaco by any publication publicationcarrying puhlfcntioncarrying publicationcarrying
carrying Florida 1 business businessA
A rule applied to tho advertising pages of this thisfirst thiRfirat thisfirst
first issue and tho rate given ubovo applied to tho thomeasurement thomcasurement themeasurement
measurement will demonstrate how the plan stoodthe stood stoodtho Rtomthe
the test testIn testIn testIn
In this issue is carried enough business to pay
tho cost of producing it and LEAVE IJEA V A HANDSOME HANDSOMEMARGIN HANDSOMIMARGIN 11AN1SOMIMARGIN
MARGIN MARGINMr
Mr Armstrong manager of the Florida Cigar Cigarand Cigarand Cigarand
and Tobacco Company which displays a 1 largo ad advertisement 01vortlsement advertisemont ¬
vertisement on tho back page in this number gave gavthis gavuthis gavethis
this business 8 to THE SUN because hocn UHO ho was told that thatTHE thntTIlE thatTHE
THE SUN had as a paid subscriber practically every everymerchant everymerImnt everymerdlant
merchant in Florida THE SUN man offered to tomatch tomatch tomatch
match his list of customers with a postal for each eachname eachname eachname
name furnished furnishedTwo furniahedTwo furnishedTwo
Two days after this statement was mado Mr MrArmstrong MrArmBtrong MrArmstrong
Armstrong said to THE SUN mans You need not notprove notprovo notprove
prove your claim I have looked at tho postal cards cardsin
in Tills window and saw on top of tho pile enough enoughautographs enoughautographs enoughautographs
autographs that I know to convince mo that you youcan y youcan u ucan
can make it good
Wo do not know whether you are connected with thiscompany thiscompany this thiscompany
company or not but if HO would ask you to send sendus
us a draft on Now York be before fora wo ship tho order orderThe orderll1e order1lle
The Erica price of this metal will he 0 12 2 cents centsIf
II If f the Sun is an independent concern would wouldask woulela wouldask
ask a k you to kindly favor us with tho names of some somehouses somehou8e8 somehouses
houses with which you have boon dealing for refer reference roforenCe referenco ¬
ence Same proving satisfactory we will bo pleased pleasedto
to open an account with you on credit Yours truly
NATIONAL LKAD Co CoAtlantic CoAtlantic CoAtlantic
Atlantic Branch Credit Dopt DoptRobert DoptRohert DeptRobert
Robert J Wall WallWhen WaUWhen WallWhen
When tho writer sought redress from Mr Suther Sutlperland Sutherland Suthorland ¬
land for tIle destruction of his property he was an answered nn8wored answered ¬
swered with tho taunt You havo no equity tho thoconcern thoconcern theconcern
concern is bankrupt bankruptTho
The writer know that the paper printed 2000 2000worth 2000worth 2000worth
worth of paid advertisements in April and had over
4500 4 OO subscribers who wore perfectly willing to pay
3 per year for it and could coulnot not HOC how a concern concernCOULD concernCOULD concernCLD
COULD BE bankrupt that had business Inlf ine8s WORTH
37600 PER PJ R YEAR and good prospects of rapid rapidincrease rapidincrease rapidincrease
increase when the monthly expense of operation operationcould oporationcould operationcould
could have mve been kept within 3000 by a business businessmanager businessmanager businessmanager
manager possessing even a limited amount of ability abilityMr
Mr Sutherland HIMSELF believed that the paper paperwas paper1taB paperwas
was ON A PAYING BASIS when it suspended IMJ IMJcause 00caU80 because
cause he told Mr W V F Stovall so in Tampa Mr MrStovall MrStovall MrStovall
Stovall told Mr A K Taylor and tho writer that thatMr thatMr thatMr
Mr Sutherland made this statement to him when whenhe whcnhe whenhe
he visited Tampa last May
P