ONE MAN'S OPINIONS
BY N. D. COCHRAN
Is The Day Book Paying? I have
the following letter from Daniel P.
Riordan, president of the Chicago
jv.im otuvite league:
IV My Dear Mr. Cochran: As a con
stant reader of your Day Book since
its first inception into the field and a
firm believer in the precepts stated
therein, I am desirous of asking of
you a little information to decide a
controversy which came up the other
day, and if not asking you to give
away anyof your business secrets or
if not in' any way too pertinent a
question, I would like to ask you if
The Day Book is paying and if so,
how long such has been the case.
Thanking you in advance, I remain,
D. P. Riordan.
I have no business secrets that I
am conscious of, and have no objec
tion to answering the question. The
Day Book is not paying. I hope that
it will be on a self-sustainingbasis
as an adless newspaper by the end of
this year, although I may be disap
pointed. If the people of Chicago put on
15,000 more readers by the end of
this year, The Day Book will be mak
ing a little profit, and I will then be
able to spend more money in push
ing its circulation.
The circulation of The Day Book
could have been increased much
faster than it has been, if it were
feasible, to adopt the same circula
tion 'methods for an adless newspaper
that are adopted by newspapers that
depend upon advertising for profit.
For this adless newspaper to be a
success financially, its circulation
must be, compact, and must be put
on by the people themselves instead
of through Ihe expenditure of large
sums of money for canvassers, ad
vertising, wagons, autos,.etc.
Jt is necessary to get 50 cents per
100 net for copies of The Day Book.
At that rate I can make the paper
pay reasonably on 50,000 circulation,
and put it on a self-sustaining basis
with less circulation than that and
without taking in a penny for any
thing but sales of the paper and the
sale of white paper waste.
I sell the paper wholesale to news
boys or carriers who come to the of
fice and get them at 50 cents per 100.
When they are delivered to news
stands or elsewhere the wholesale
rate is 60 cents per 100 the same as
all other evening papers.
And then I must have the circula
tion compact enough so that the ex
tra 10 cents per 100 will pay the cost
This will explain to those interest
ed why this paper is not delivered in
all parts of the city like the other
Establishing an adless newspaper,
and especially establishing the first
one in the world, is necessarily a mat
ter of slow growth. The size was un
usual and everything about The Day
Book was so unconventional that
people were slow to understand its
We are creatures of habit, and are
suspicious of innovations. We can't
see how anything can be done that
has never been done before. At first,
I think some people were really
ashamed to be seen reading The Day
Book, because it was so odd look
ing for a newspaper. Possibly they
feared people would think they were
reading a tract, an almanac or a
patent medicine advertisement.
But they are getting over that now.
You see people reading it on all
trains; and they are finding out that
they get the news in The Day Book,
including much news that other
newspapers dare not print for fear
they will offend their advertisers.
The growth now is slow, but there
is a reason for that. I have no can
vassers and do no advertising. The
only way I can get new readers is by
those who now read he paper telling
others about it. If each reader of
The Day Book now were to get just
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