Saturday press. [volume] (Honolulu, H.I.) 1880-1885, 1883-09-08
SEPTEMBER a. rssl


The best edited daily in the United
States is the New York Evening Post
the mos, popular cheap daily in New
York city is the Sun the most thor
ough Nray paper in the world is the
New York Herald, which is also
the best advertising medium in the
United States None of these three
papers admit into their pages
what are knbwu as cat column
advertisements that is, whenever ad
vcuisemcut, OF two or more columns
are inserted even il one advertiser
secure whole page the column-rulc,
are continued IN place. The New York
Herald and the san Francisco Chronicle
admit no black letter type to their ad
ycrtising columns When the system
was begun on the Herald, numbcrlcSs
advertisers objected They had been
used to the old style black letter.
poster sort Of advertising and they
could not understand the new system
" II docs not give us q proper display,
they ursed But the business managers
of the Herald soon convinced them
that the new style was not only the
flires,, but was the most advantageous.
Now, no Honolulu advertiser can iail
to acknowledge the value OF the papers
named as advertising mediums. The
value OF the New York Herald and Sun
IS based upon their large calculations ;
the value OF the Post upon lis high
standard as an out-spoken, manly, high
principled, clear thinking. and reason
ably consistent public journal. In its
own restricted field, and for the needs
of its patrons, the Press is quite rs good
an advertising medium as the New
York Post 1t circulatcs among the
most intelligent people in the kingdom.
Ii has more city patrons than any other
paper, and is second only to the Gazette
in ITS list OF island subscribers. But it
IS read by a great many who do not
subscribe for ii, both here and on the
other islands Its new departure gives
it additional reading matter, and ought
10 give il additional subscribers on the
other isllnds. Its increasing subscrip-
tion-list is an earnest of its advance
ment in popular favor, and, consc-
qucntly, of its increasing usefulness as
an advertising medium. To the many
steldfast patrons of the Press, who
have supported it on principle, because
they indorsed its utteranccs and be
lievcd in its course OF action, the Press
owes debt OF thanks But many per
sons who have liked the Press all along
have been so welded to their own way
OF looking at advertising that they
would not advertise in its columns
unless they were allowed to have their
own way, with large type, and in half
or quarter, double or triple column
form The weekly supplement, which
the Press will hereafter run, enables its
conductors to make certain concessions
to the wishes of patrons, whether they
be deemed judicious or not After
this issue, any excess of local news will
be printed in the supplement in the
same clcar-iaced, loaded type which
appears on the third page of the body
OF the paper And, whether local or
selected, the reading matter will be
always OF a sort to interest general
readers, and so secure to advertisers a
position of value in the paper; and as
the supplement will be of equal page
size with the paper, the inconvenience
of the old-style supplement, liable to
loss, generally cast impatiently aside,
will be forever done away. Into the
columns of the supplement, then
double-column advertisements, of any
length, will be allowed set in large
typa to suit the taste OF advertisers, for
which one-eighth above ruling rates
will be charged The Press believes
that its present style of classified and
uniform advertisements is the very best
method now in vogue, and thinks it has
the majority of It's patrons in full agree
mcnt but, in difference to the wishes
On many friends, ii will re-continue the
old system until all its advertisers shall
become converted To the superior nd
vantages OF the system of the New York
Herald, Sun, and Times.