The herald. [volume] (New York [N.Y.]) 1835-1837, 1837-04-17
Progress Of Refsrm--A new Evening Paper
--Age OF Beauty, Morals, and Philosophy.

At the solicitation of great many highly respacta-
BILE families, and others, in business and out oft, be-
sides several very pretty women, we shall ISSUE IN
the early part of May, erening paper, OF me
size and appearance of the Herald to be called the
ssCHaoNIcLE." 1t will be printed with great beauty
full OF wit, life and science, and be delivered 'osuo-
scbers at their residences every afternoon iof
per copy, payable weekly advertisements al inc
usual old prices payable in advance inVaflaoiy'
The present race of evening papers IS very oauiy
and sloverlv 90, nm besides being dear, eo large
and TOO stupid We are just beginning new age u
economy, forced upon us by the commerciai reVoiu-
ZION now in progress. new evening paper winch
will contnin as much news more originality, ana an
equal variety 10 the existing prints, furnished also al
nearly half their present prices, will not fa 10 COM
nand large and respectable patronage from all
classes and conditions Of life.
Having now my printing establishment completing
in every part with sweet double cylender elegant
steam engine splendid news boats and corps OF en-
loyfs the best in the city for give them good pay
| shall now find no difficulty in manufacturing an
eyeningpaper far SUPERIOR both physically and men
tally, and certainly far cheaper than any Of the dull
old women now in existence-the Post the Amer-
can the Star or the Commercial, with their red baze
pettcoats floating in the wind. The early news both
al home and abroad, will always be found in the
'sChronicle"-and particularly the Wall street opera
ions up to the hour Of Publication superior TO any in
the city, Il will also contain avariety oforginal and
selected matter suitable for the Improvement Of the
morals the tastes, and the ateect ofthe present day.
II is Intended be family as well business pa
per, and particular will be given 10 the purity and
good taste of its columns-to its high philosophical
tone-its pure religious character, ands general spirit
and originality. Original literature will be preferred 10
the sickly ridiculous foolish extracts taken from the
corrupt emanations of another continent. The Chro-
plce also will be an evening paper of some indepcn-
dence-not the agent Of clique either Of this or that
sect in trade, philosophy, speculation, or religion
Meantime as shall want some intellectual aid IN
the management of this enterprise shall receive APP
nI;cations for the situation of Assistant Editors, 10
whom if can get any to suit me, l shall give very
liberal salaries Also shall want set OF carriers
who will divide the city into separate routes, and can
vass them before the day of pubicaton-thus begin
ming the first number of the evening "Chromcle
with several thousand subscribers, and an organized
corps of carriers
This paper, like ths Herald, viii be conducted on
cash principle Throughout, both for subscriptions ana
advaevements- which take TO be the highest species
Of science and philosophy IN matters OF business All
,ba ne,vsn,en and carriers must be philosophers
enough 70 nav cash for their supplies they receive
,bam-and all the advertisements also mast be PAID
IN cash down-he real specie or good bank bills, &C
rord,ng TO tho principles OF the new science The
ed;t svsem is breaking up all over the country, IN
trade in literature in morals in religion in science
40 shall take pleasure in at least giving il another
blow
Ihaye been thinking OF enlarging the Herald-and
I NAV add another column to it all round, as
The present pants is over But the enlagng of papers
10 the size of the Wall street prints will soon be found
= selEdestructive process-some,hing like doing a
large credit business without cash capital. My pro-
Sect Of starting an evening paper more useful and
practicable. We do not eat single meal day 10
overload our stomach and then touch nothing till to-
morrow. The same rule will hold good in intellectual
food We want repeated lunches, if you call hem
not syergrown not arge-not 50 inaccessible to men
and women as the large Wall street papers arc.
Besides at this moment, great revolution is over
taking the overgrown papers of Wall street. Since
the lst of this month"; the Courier and Enquirer has
lost many hundred subscribers and advertisers some
times as many as two hundred and fifteen per day.
The blunderng proprietor Of that PRINT Just advanced
his prices when general revuson in trade bring
ing down all prices. The consequence of this folly
will be great reduction Of he income of the Courier
aud Enquirer below its expenscs-a consequent dim-
mutton Of whlskers and size, then will follow disease
then consumption, then medical advice, then D..
Bddle with nothing in his breeches pocket then para
lyss, then death.
The taste for large papers is utterly ridiculous, abb
surd and wastefsl Merchants must now study econo-
my in their advertising expenses-as they will have
TO study economy in all things. Probably three
fourhs OF the printed matter Of the large Wall street
papers are never read. 1t is therefore, much time,
labor and money, thrown away Commercial pa
pers conducted the snug, brief reasonable dmen-
sons Of the Herald, cheaper, better efficient
more economical, and have more Of a business cha
racter about them.
We mean to revolutonze the whole plan of com
mercal advertising The present of Wall street
papers have been the prime agents Of the terrible re-
vulslon now sweeping over the country. The Her
aid" morning paper, and the Chronicle" an even
ing paper conducted on the most enlightened and
scientific princples-accessble in their dimensions
Vesssaabc in their cost-lofty, philosophical, indie.
pendent and strictly moral in their character, will
create a in the com mercial, political and so
cal relations of New York From their receipts and
profits shall be enabled to enlist the best talent of
the country to aid US in giving to the enterprise the
highest and most novel Intellectual character Like