The evening telegraph. [volume] (Philadelphia [Pa.]) 1864-1918, 1867-10-18


vertisement of BTandeth's Pills. Though IL
continued to be itself bitter pill to the com
munity, and to gain circulation by being ad-
vertised as such, il was, after all.
its enterprise and skill in obtaining news
which saved its life. II was launched
and afoat at the right time and place,
and the tide was rising which in
sured prosperity to whatever journal should
avail itself of its opportunities. As that tide
rose, the Herald was necessarily lifted to a
higher level. As journalism became an homo
rabe profession, and developed into an
organized power, abler and better men were
attracted to it, The rise of rivals obliged the
Herald to curb its Righteousness, while its own
prosperity soothed the feelings of its proprie-
tor, and encouraged him to aspire to higher
things. Nevertheless, the habits of the
HrdIds youth have clung to it, slow to
change. Though it has gentlemen connected
with it who are both able and willing to make
its editorial columns more worthy OF its circu-
laton, vicious influence pervades it, and
makes it as tickle as the wind. Mr.. Benefits
idea of the editor has been described by him
self:-"We have never been in minority, and
never shall be-" 1t may be safely affirmed
that man who makes that his rule must very
often be in a minority, and almost always in
the wrong. A man who goes certain way
only because others do, proclaims himself des-
titute of judgment as well as of principle An
editor who makes it his business to watch
weathercocks must, at best, be but super
fetal, since he takes account of but one of
the many and diverse currents in the atmo-
sphere.
This shameless lack Of moral independence
is the curse of the Herald. 1t destroys its in
fuence: its confessed weakness is all the more
glaring and guilty because of its absolute
freedom to take what course it pleases. There
is no other journal so perfectly independent
IS oY,1 Of thn IiO
itself. 1t is so firmly established as an adver-
tising medium that II needs only to be good
newspaper to sustain itself, at least for the pre-
sent It can snap its fingers in the face of its
own readers. They must buy it even while
they despise it. What an opportunity presents
itself here to make it genuine organ of public
opipion, in whose columns the best minds of
the nation may discuss the questions of the
day with calmness and impartiality Let it
oim to represent the eternal right, instead of
the tepaporafry majority. Such course would
redeem its past. Increase its circulation, give
it influence, and ultimately make it the repre-
sentative ruler of the continent.
Refusing to adopt such course as this,
such journals as the Herald must eventu-
ally fall into decay. Metropolitan journals,
singular as it may appear, must become
more local in their circulation II they rely
only upon news to extend their influence.
Telegraphs have illustrated the adage that
extremes meet. Country journals in the
time of stages were a necessity, because people
could not get city journals in good season.
With railroads the latter could compete with
the former, and threatened to destroy them
everywhere within two and even three days
travel But telegraphs have enabled every
town of ten thousand inhabitants to have
dailv journal of it's own, containing the sub
stance of all news to be found in city papers.
Thus the old opportunities of local journals
have returned, with additional advantages.
The only way, therefore, in which metropoli-
tan dailies can compete with local journals is
to excel them in the discussion of general
topics, This they can do by reason of their
larger capital. Let journal, established in
| New York city, organize an editorial system,
which shall collect within its columns, by tele-
| graph or otherwise the views of men in all
| parts of the country specially acquainted with
the several topics assigned them, and strictly
| enioined to be truthful, exact, and impartial.
| Such a journal would daily represent the
wisdom and virtue of the nation, and would
be as much a necessity as the newspaper in
every household. The city journal which
| fails to do this must eventually become
| of mere local or partisan character; and this
fate will arrive all the sooner if it persists in
being, like the Herald, a mere newspaper,
with no high principle of action, and no pro-
fession of any,
Another fact must be noted in connection
with the future of the Herald. Its prosperity
depends solely on its advertisements, its ad-
vertisements upon fits circulation. Already
these are mainly local. But even these are in
constant peril of being swept away. The pre-
sent time is analogous to that in which the
Herald itself first started. The established
dailies are high-priced. There is an opening
for penny papers even more promis-
ing than thirty years ago. because penny is
reckoned much more lightly than then. And
there is a new ground to be occupied and
new enterprise to be displayed in editorial
Journalism, in the way before described. Ben
nett remembers well that every great journal
Of New York, as well as his own, began as a
cheap paper. Thus circulation was secured,
and then advertisements produced enlarge
ment. He, therefore, breads these penny
papers. With characteristic energy and self
ishness, he has aimed to crush the last one
started in New York by issuing one of his
own and giving it away. Every day may be
seen wagon driving about the streets, and
carrying a banner on which is painted the
name of his bantliDg. His rival is Benjamin
Wood, who is possessed of like energy and
audacity. Since Bennett gives away his own
penny paper to the neWsboys, Wood has
humored this liberality by exchanging one
copy of his own daily for four of Benefits,
and then selling the latter to the paper-mills.
In this way eight thousand of Bennett 8
papers were disposed of in one day. But still
the war goes on, Bennett's intention evidently
being to break down Woods paper and then
retire his own. The streets of New York every
dav and evening swarm with neWsboys hawk
ing these rival sheets. They are more nume-
rous even than during the war. Instead OF
oreat battles they contrive to announce every