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The day book. (Chicago, Ill.) 1911-1917, December 01, 1911, Image 11

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

Persistent link: http://chroniclingamerica.loc.gov/lccn/sn83045487/1911-12-01/ed-1/seq-11/

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What Dad Says About It. .
:DadSaysr That if figures don't
lie, liars can do a lot of funny
things with figures.
;In the 'circulation and adver
tising war between -Chicago
newspapers, all of 'them quote
from statistics compiled by the
Washingtpn'jPress,. vVhich is said
to he an independent; audjt com
pany. t ' . -
This mo'rning's T,ribilne proyes
by these statistics that in Novem
ber, The Tribune published 310,
296 lines of paid- advertising
more than, was printed by the
next morning paper, and" 177,048
lines more thanthe firsteyening
i It also' proved from the same
figures that.The Tribune, during
first 1 1 mqn'ths of this yearjprint
ed 11,432,224 lines of paid adver
tising, which, is 'an, excess of 4?
725,781 HneStOyer the ijexbmorn
ing paper,; anjl 2-,989375 lines
over the first evening paper.
But the Examiner "proves by
the same Washington Press that
in 'November 1911 The Tribune
lost 580.61 columns of advertising
as compared with November
And The Examiner then pro
ceeds to prove by The ' Audit
Company of New York, that for
the 'second six months after the
Tribune and Record-Herald re
duced their price to 1 cent. The
Examiner gained 551.44 columns
and The Tribune lost 430.07 col
umns of display advertising.
'Alsot that during the hjgst y.
iner gained' 1,053.64 .columns-of
display, and The Tribune lost-.
354.52 columns. .
Hence it is proven by both pa
pers that each of them is beating
everybody else.
The-Examiner says The Trib
unelhas been .claiming circulation
it did not have, and The Tribune
intimates ttiat other papers are
selling advertising outside of the
loop cheaper than inside, and
making concessions to some ad
vertisers that they will not make
to others.
The reading public will very
likely believe each of them in so
far as" it intimates that the tother
lies. ' .
But both of-them show their
hands when the only point of su- -periority
each claims is measured
in advertising. It shows that all
they think of in getting out their
papers is advertising. In other
words newspapers are advertising
hand bills with the space around
"the' advertising filled in with
reading matter. v
The headlines, the -news and
everything in the papers but the
advertising are all intended to
induce people to buy the papers
so they can read the advertising
and go hand their money to the
advertisers. '
In th'eir frantic desperatipn to
get more readers and "hence get v
more irtqney for advertising the .
daily newspapers hire sluggers to
slug one another's newsboys. f
j Andtto showthat .therejs , honv
months of this year, .The Exanahi $r' ,$iigljfs&a&aAfee33's

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