The Sun.
London, England, 1857-04-18 00:00:00

THE DIRGE OF THE " DAILY MAIL."

The proprietor of the Liverpool Mail has tried the ex-
periment of a Conservative pennyDaily.llail, and after a
month's experience he has withdrawn the publication of
the diurnal sheet, which he finds he could •not produce
without serious loss. In announcing the decease of the
young child, the editor says—'' Instead of a monster ad-
vertising sheet, filled to overflowing with sbiLing and
sixpenny advertisements, and so necessarily printed on
the thinnest tea paper, and not in the best type, we
wished to issue a concise and readable four-page journal
printed on paper equal to first-class journals, and in
legible types periodically renewed. We wished to limit
the repulsive acreage of cheap adverti-ernents by stand-
ing out, like them, for a fair advertising price—for
our own sake, and for the sake of England's
Press. la a word, unless such a hazardous enter-
prise could be carried out respectably and creditably, and
with well-merited remuneration to all parties cmcerned,
we would have no hand in it. Obviously such an enter-
prise, to be enduringly established as ' a success,' re-
quires (much more than any Liberal newspaper) a large
and liberal outlay at the first. how is that experditure
to be reimbursed ? Will the profits on circulation reim-
burse any appreciable portion ? Not on our scheme of a
journal first-class in quality, paper, and type ; e g :
Each Daily Vail costs above one halfpenny fur the
blink paper ; the newevenders get at least a farthing per
copy, so that a very fractional part of one farthing per
copy remains towards waste, spoils, returns, carriage, and
the innumerable expenses necessary to secure even that
infinitesimal fraction. Will the honice )prathic profits on
cheapest' advertisements defray it ? We trow not. Tue
ordinary scale of advertising charges in Liverpool was
previously much below that of Manchester and other great
towns—was scarcely half that of Lendor —and is now
reduced to the veriest minimum. For adv, rtieeinents in a
penny paper we were prepared to make farther consider-
able reduction ; but we were scarcely prepared for what
we had to submit to (aye, and from our own Tory friends),
either to go to press with a few ca. ne advertisements, or
else to accept even Liverpool 'guinea' advertisements at
3s, each insertion, and to insert the advertisements of
even our merchant princes' at the absurd late of 6d.
each. Yes ; and on credit. A clerk to call about its in-
sertion; printers to put it into type ; a book-keeper to
open a ledger account for this precious and to make
out a bill for the same; another clerk to deliver the truly
' little bill' to be examined; and a confidential collector,
t t call, and cal, and call again to-morrow for these few
beggarly sixpenny items ! In fact, to cut a long story
short, even to make our daily paper pay its way,' leav-
ing profit out of the question, wo should require from
three to four times the quantum of these cheap advertise-
ments which have as yet bean accorded to u•,. Even that
small quota (one-third or one-sixth of those in the Liberal
cheap prints) often occupied nearly half our sonce. What
could we do with a heap three or four times as large ?
Why, simply convert our daily organ into a mere adver-
tising sheet, without any legitimate pretension to rank as
a newspaper. Clearly, then, if such a real newspaper as
we would alone be connected with, is to have a chance
of living and flourishing long after we and our readers
are gathered to our kindred dust, it can orily, y-
making a determined stand against that
'
tieing mania which is working so much Pm-
echref to the
established press." g cheap adver-
tising

THE COBURG SUCCESSION.—A. letter from Coburg to
the Kreuz Zeitany says:—"According to our fundamen-
tal law, Prince Alfred of England is destined to' succeed
to the united Sovereignty of the Duchies
in of Coburg-
Gotha, His Royal Highness is now Switzerland, but
it appears will arrive at Gotha on the Gth May, and
aft,r a short sojourn there will come to this place, :,nd
remain at the ducal country mansion of R,:senau. Ho
will subsequently remove to 80111), 'where hia father
Prince Albert, completed his studies.", -