New-York tribune. [volume] (New York [N.Y.]) 1866-1924, 1874-05-21
THE PRESS AND THE PEOPLE.


TlsExENrs-PosITIoN WHICH THE PRESS SHOULD
ASSUME AND OCCUPY.
lTapGrtl
Gentlemen ofthe Associated Press of Kentucky:
There are no privileges OF the Press that are not
the privileges Of the people ANY citizen has the
right 10 tell the truth-speak it write itfor his own
advantage and the general welfare. No editor can prop
eriy claim court the street than that Our
equality rights with ueighbors is positive. IL we
have the means Of addressing larger audience than
others have there is increase OF responsibility, not
an enlargement Of right
The thing needfu first in establishing base OF opera
tons for the hepo the people, against those who are
mighty in cunpng TO devour their substance inte9
rty; and with 1t belong the courage OF convictions and
the consciousness OF independence With these
equipped for the field, and the field is the world.
We come then TO that considerations OF keep
ing faith with subscribers and of honorable dealing
with the public at large well as OF our own moral
attitude urge that columns the Reading Matter
and the Advertisements should always be kept apart
s'ad distinct and that there should be between the
Press and the State separation clearly defined as
between the State and the Church.
This means in regard to the distinction OF Advertise
Reading Matter, that we have space to SELL
not opinions of which. make merchandise; and In
respect the separation OF the Press and the STATE
does not absence from affairs, but identity with
the peOpe-acvity with productive industry not part
pershp with consuming officials and their cooperative
contractors.
The Advertiser is, however the difficult person TO deal
with. He is often need of admonton and instruction
his edfcation and building up In the knowledge OF
that which belongs TO him when he purchases admission
20 colamns We must fix the point in the public un
Outstanding that the newspaper not the product OF
the favOrtsm Of advertsers-tba the editor does not
solely by the grace Of the Being who puts an ad-
yetsement in his paper but has in his daily labor If in
nothing else visible and rghtful means Of suppor-that
newspaper property is like other property, fairly pro-
ductive II carefully managed-thst the subscriber,
decently dealt WITH the worth Of his money-that
the advertiser does bestow benefacton and confer
q solemn and everlasting obligation, but engages In
Transaction OF purely business character for his own
bene-that he does not patronze the Press but that
the Press furnishes him the indispensable means OF
reaching the public, and when he has paid the BILL is on
equal footing with him. Now If be proposes to purchase
ANYTHING more than space the advantage OF good posi-
on and attractive style that be offered for
the display his matter he mistakes his relations with
the Press they Of that should have our
appreciation.
Perhaps advertisers may hesitate TO come down
from the pedestal they have occupied for long time as
Patrons BcnefactOrs OF the Press 1t be- II
they cannot occupy columns as they please, that
they viii withdraw their inestimabo boons and permit
the Press laugush aud the people to and is
evident should proceed as to guard against
the peril Of misfortune so sore.
Still. the Press think strong enough 10 determine
the Law OF its business and TO reegate the Advertiser
TO his proper part OF the paper aud there can be
doubt that the managers OF newspapers who have
the TO lay down the law and live up to IT, Will md
themselves sustained on all Sides keeping the good
things they have got and reaching with strength
hands for the golden promises OF the future In
the makeup Of the newspaper must draw the line
somewhere between the matter that is for the general
entertainment information. and instruction, and that
which is for the advancement OF individual purposes
and should draw the right line once for all-that
paid matter shall be published that the fact will not
be concealed II this could be declared and established
by the nvariable rule, an immense and per
picking embarrassment would be removed.
Advertising agents vigorous in their opinions ana
f seems TO be their finest stroke of business to thrust
I'D advertisement into place where they told il
and get rates which they are assured IL IS
impossible obtain but III spite OF the theory OF those
agents often that simple advertisement has
strength that local paragraph or an editorial notice
can not have. The Advertiser has familiar knowledge
OF the transactions which he is engaged aud knows
how TO express himself about them IN the most telling
terms and when ne before the public fairly Civ
tng clearcut expression TO his announcements
Identifying 1t with firm name and location OF business,
1t comes out with the ring of reality, genuine, stamped
with authenticity, and commanding confidence. 1t has
the official Tone FOR it lis by authority on the subject
treated and has the value of obvious verify. Many
business thoroughly understand this. Their eX-
perence teaches the efficiency OF advertisement
that appears the thing is exceeds that OF false
pretense local editorial, OF an article smugged
into the reading matter that is dear TO the hearts
of the negouatOrs whose schemes demand the deception
of the customer This is the lesson it important TO
teach the Others.
AL should know that advertisement is not conspicu-
Gus proportion II is dispayed-hat there Is great
prominence type without attracyeness TO the eye
that excessive solicitation is repulsve-that if the
classification Of advertisements careful and complete.
aud the makeup OF the paper according To thst
the reader knows where 10 look Tor what ne
wants and turns there without regard 10 tne szs o. te
type oddly Of arrangement or the location OF inc
classification head-whether II Is inside OF OUTSIDE hIst
page or last
The English STYLE OF newspaper advertising has much
10 commed it. In posters flaming on the walls III sign
boards utilizing famous scenery with Caring an
nouncements, England surpasseS US. Inc Young Mem
Christian Association completes, IN pldcaIdI- land
scapcs with the jOcuud prOpreOrs OF patent medicines
aud with London telegraph which prOclams through
land aud along the the lOyful udngs OF the
largest circulation IN the world" The beauties of
nature are OF enhanced by the gigantic lettering
notable spots with famous texts OF scripture.
But the advertising III the journals OF England Is neat
not gaudy. it high priced, ana the prices are un
ChaDgeaDle IL i the boast OF me London Hts count
ingIoOm that the price or advertising has not Ndfied
penny for quarter OF century. The advertise
ments the rstrate English newspapers are Vigorously
classified The people seek their wants under the apprO
pirate heads. Among advantages OF this system Is
The promotion OF the beauty OF typography The heavy
rates charged for advertisements, and FIRMLY main
tanned, yield large revenue from small space and
H. gives room the of plain type in the reading
ieso1e splSys and Of the fraudulent advertising as
reading matter the appearance as vel as the character
or the American newspaper would be improved; and
without reducing our prOnt We might enlarge our type
and spare the eyeslght OF the students OF current his
ii tits a consolation that Others no better than
ourselves, may be cOmforted by the reflection that
the Old World Is no less corrupt than the New.
Spain rotten long IL Is related that there IL
other city IN the world where editors be
furcbased with a few dollars az in Madrid How
snail Press be purified and made for the work
of reformatiOnl That which above all required is
me unfaterng fathfnnes Of the press 70 the peope
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