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Newspaper Page Text
MORE SIDELIGHTS ON NEWSPAPERS AND THE
ADVERTISING GAME IN CHICAGO
BY N.O. COCHRAN '
i J. In a Tirevirms -storv nn t.hfi Innal nfiwfinnner nihmf-inn T Rsnri T hpHftverl
V Bfe' Business would rather Mil the Tribune than the Record-Herald or the
u Inter-Ocean, but didn't, dare because of the big circulation of the Tribune. '
in some respects tne rrmune is more independent tnan any or tne
other morning papers. There are times when it is almost human. It Is not
as-human as I believe its publishers would like to make it, but they come as
lose 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
Sta,te street stores were to try boycotting either the Tribune or the News,
either of those papers alone could lick the entire State street combine.
tfi All they would need do would be to tell the people about the situation,
and the1 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.
Anafthe Tribune has strong support from its readers. ,
There would be no business excuse for 'any State street advertiser to
withdraw his patronage fr.om the Tribune, because he gets results in that
paper. And advertisers want results. If they advertised wholly pn senti
ment, tne inter-ucean would be run
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 $6u0,000 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 fthat .the Tribune occasional
ly got human and got such repre
sentatives George P. Bent peeved.
The point isthe Tribune is strong
enough to fight back; and State
street doesn't want a fight with any
Newspapers that become servile
tools of advertisers cant 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 theyrwould
have come back as a matter of husi
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 ail of the stores ou
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 thuncler 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