Cleveland morning leader. [volume] (Cleveland [Ohio]) 1854-1865, 1864-04-15
JOurpalism aud Advartisinr.

SOAEAAl8m ava A0FGFfl8iugs
The daily newspaper press owes it's
character for ability and enterprise to.its
peoUnisry resources, and The main souzse
Of its revenue is advertising. The richest
journal in the World-the one that has the
most immense business ineome-is the
London Times, and it is, BY general con-
sent, the sblest and most influential. The
leading New York papers rank highes1n
general merit and influence on this sidff
the Atlantic, for the very ssme reason
thstzths London Times stands at the head
Of the press on the other. There is, Of
course, a certain superiority Of position to
be taken into the account.
The place where daily psper is pub.
lished gives il an important advantage
over one less fsvorsbly situated London,
in the opposite hemisphere, and New York
in this, are the great centers Of news from
all quarters of the hSbitsble globe; and
in that single fact the Journals Of thnse
4szo-0itf1s; rs compared with the provincial
press, possess q means Of excellence
which, while not to be stfributed to them
as merit, though it is so accredited by
the unfefeeting public, forms 3 most essen
tial condition Of their relative superiority.
But even this circumstance, contributing,
as it doubtless does, to secure them an ex-
trsordinary circulation, with eorrespoa-
ding advertising patronage, would not
alone enable the metropolitan journals 10
reach and maintain the elevated status
they enjoy, in point of literary character,
social power, and widespread popularity.
II they were not sustained By 3 most gen.
erous local support in their advertising
columns, they would necessarily, notwith-
standing sll other advantages, decline in
vigor, interest and reputation.
We need hardly tell any man Of sense
that it costs an enormous weekly expense
to employ intelligent correspondents in
every corner Of the world, and TO main
4 tain all the other numerous agencies, near
and remote, which ara required to gather
and report the ample and varied material
for the news columns Of the London Times
and the principal New York papers. But
their business revenues are far more than
equal to their expenditures, fsbulously ex-
trsVsgsnt ss they may appear. Every is
sue Of the Times is accompanied with q
double sheet supplement, filed exclusive
ly with advertisements, in addition to the
like matter inserted in the regular edi-
tion. Its charges to advertisers, moreover,
sre beyond any rates known in this ooun-
try. Its weekly receipts from this souros
exceed twenty-five thousand dollars. 4
single frm-that Of Windham & Co.
pays the Times for advertising one article
"a Circsssisn Oil "-one hundred and If
ty thousand dollars per annum, and hfty
} thousand dollars mora per year for snoth
sr srticle-the Cireassisn Liquid" The
papers Of New York are afforded g hkl
support, both in the amount and the price,
Of advertising. Ths fact will appeal
, plainly enough to any one who glsnce
} ct the pages of the Herald, the Tribune
the Daily Times, the Evening Post an
the other New York papers. The Tribune
some time since, in q paragraph on thil
} subject, stated that the estimated snnus
sum expended in advertising alone, BY ii
business men Of that city, exceeded tW
} millions of dollars, Of which three fourth
: were spent upon their ewn journals
Phil. Evs. Telegraph.