The New York herald. [volume] (New York [N.Y.]) 1840-1920, 1857-01-23

| closures Of their moral convictions and the re-
servaiion Ct their agreements Of confidence
They appear both to know more than they have
told and to have told more than they know. At
all events taking all the late financial develope-
ments and confessions of the Times concern in the
lump, the result is moral conviction" that nei-
ther the paper DOR the copartners, as editors or
as correspondents are entitled 10 the public econ
fdence.' Let the Committee proceed.
| THEATRICAL ADVERTISING recent reform
attempted by Mr.. Strakosch in the management
OF the Opera, by advertising for cash down, in
the three or four papers having the largest cir
culation, and emitting the small fry, without
any circulation worth mentioning, has been
found to work very we'll The season at the
Academy commenced brilliantly on Monday
night. Parodi made great .ftyore everybody
knew all about it, and everybody is prepared
to go tonight and hear her in the TrOvatore"
So that the grand result aimed at by Mr.. Strakosch
is obtained. His success in this experiment is
only what we foresaw and predicted.
There are in this city three classes of newspa-
pers distinct from the three four largely circu-
lated and universally read dailies. There are the
Wall street papers, the evening and the Sunday
papers. The Wall street papers are chiefly shi I
ping lists and their highest fight is lament
when consols fall oneeighth per cent or when
the schooner Polly Ann drags her anchor and
goes ashore on Coney Island. They occasionally
publish few copartnership notices and a state
ment Of the affairs of some insurance company,
which exhibit is Of profound interest to the
stockholders only. The evening papers maj
have puff for some hotel or BARRIERS shop, no
tice Of Miss Snob's matinee musicale, or an article
advising the immediate humiliation of all the
Jesuits in the United States. The Sunday papers
are r(chaufts Of the dailies with a little slang
and obscene personality to make them popular
in the grog shops None Of these journals, how
ever have any news, or impartial criticisms upon
public events. The public looks to two or three
OF the largely circulated morning papers to
ascertain what is going on in the world. Thus
the newly admitted partner in an importing
house may scan the Wall street paper to see that
his name is properly spelled in the advertise
ment which informs the thousand subscri.
bers of the journal that be, jointly with
his copartncrs, is prepared to sell cod
fish and train oil at the lowest market rates
the insurance stakeholder may desire to know
how much bis July dividend will amount to, and
so subscribes for a down town paper; the pro-
prietor Of the Spread Eagle House may like to
see nice things printed about him. even il they
are confined to an evening paper OF five Hundred
circulation; Miss Snob will give in her subscrip-
he har t. al. L.
in the world persons who have shaaowy idea
that Jesuts are the cobra capellos of the Western
world may expend two cents occasionally 10 read
an ungrammatical attack upon the terrible fel.
lows who are undermining the foundations of the
Union, blasting the peace Of families, and various
other things: a few topers may go to sleep over
their grog and the Sunday papers; but all these
people take regularly one or two OF the indie |
pendent dailies having the largest circula.iol. |
The others stagger on, eking out miserable ex. |
istcnce. Once in while they flicker out, but no |
body knows or cares anything about it.
The three or four great morning papers, then.
WELD the influence Of the press in New York. |
Everybody reads them, or as many OF them as he |
can afford. They penetrate into every class O. |
the reading community; they are universal, while
the others appeal only to factions or cliques Tb,
new manager Of the Opera has had the sense To |
know this. He has had all the advantage of the /
fullest publicity, and saved at least two-thirds o.
;ne expense incurred by his predecessors. His
example will not only open the eyes Of the other
managers, but il will teach the whole business
community useful lesson. All who advertise
will say, let US invest our money where we
shall be sure Of good return. They will follow
the example Of some Of the proprietors of the
literary journals, who have run up their circula-
tons TO unprecedented figures by advertising
lavisby in the leading journals, and ignoring
the small fry altogether. There are secrets in ad
vertisiDg as well as in everything else, and the
man who first finds out these mysteries gains in
formation which is more valuable than the gold
Of California. Liberal advertising confined TO
the journals of acknowledged circulation is the
true philosophers stone, as many Of our mer-
chants can testify.
Il