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Newspaper Page Text
for public utilities in which some of
the Field millions are invested.
I wouldn't want the State street
stores to help me sell The Day Book
to readers at a loss by making up the
deficit with advertising revenue: -And
I don't want small merchants outside
the loop to do the very same thing,
though in smaller degree.
I don't object to any other news
paper taking advertising. Advertis
ing has its value, of course, and to
the newspaper reader as well as the
advertiser. But the big fellows have
all the advantage when newspapers
sell to their readers at a loss; for
then the profit must come from ad
vertising, and when a paper runs up
to 450,000 circulation a day, the rate
goes so high that only the loop
stores can afford to buy space and
the little merchants are kept out by
what; to him, is a prohibitive rate.
If newspaper publishers made a profit
off their readers, advertising rates
wouldn't have to be so high.
Yes, we're moving fast The bjg
mail-order house has made hard
picking for the country merchant.
And newspaper publishers are won
dering how in the world they can
make the mail-order houses adver
tise. "What would happen if Sears
Roebuck or Montgomery Ward
should open a big local store on
State street and compete with the
other big stores, advertising with
catalogues instead of in the news
papers? I just throw this out to
show that the! advertising game may
put itself out of business by over
playing and running the rates up too
high. And it isn't altogether an idle
dream. I am told it has been seri
ously considered. The small mer
chant outside the loop is driven out
of the loop press by high rates for ad
vertising. He tries to meet it with
window displays, small catalogues in
the form of handbills, etc. In the
meantime the State street stores will
use all their newspaper pull to have
the street railway system so ar
ranged., aa dreeLejmle q thei
loop, and use loop advertising as the
lure. I can't beat that game by tak
ing ads from the small merchants.
But I may be able to help some by
telling the people how" they are be
ing used and how their money is to
be spent, if the loop has its way, to
make the loop Chicago.
I am publishing an adless news
paper on the assumption that the
people want the truth and will pay
for it And I know I am free to pub?
lish the truth so long as I am under
no obligation for revenue and profit
to anybody but my readers.
- -o o
IT HAPPENED OUTSIDE CITY
SO BOYS ARE FREED
Mrs. Anna Leicht, 22, 4306 Calu
met av., victim of two youths who
used their auto as a lure, told her
story in the boys' court yesterday
when the cases of Walter Clark, 19,
7216 Harvard av., and Howard Tuck
er, 18, 811 W. 55th, came up for trial.
The case was dismissed because in
cidents which Mrs. Leicht described
happened outside the city limits. 4
She said that while in an auto
with the pair they beat her, broke her
nose and then attacked her.
NO HARMONY FOR DENEEN
Charley Deneen refuses to toss his
jobs into a hat and let the G. O. P.
county committee-distribute them as
it, sees fit Deneen thinks he.'s now
in a position to dictate. He hasvthe
recorder's office under Joe Haas and
a big share of the sanitary district
Nelson N. Lampert, pal of Big Bill,
was elected head of lie Lincoln park
The anti-Sergei majority on the
sanitary board took a slam at the
new president yesterday by drawing
up committee lists and totally ignor
ing Sergei. The latter was not
placed on any committee.
o o 7-
There'll be a lot of getting out of
the matrimonial trenches before,