New Ulm weekly review. [volume] (New Ulm, Minn.) 1878-1892, 1886-02-24
JOURNALISTIC CHANGES
A Liberal Advertiser and RemarLa,.,n
Shrewd Publisher,


A Liberal Advertiser and Rem arL.,.,,.
shreWd Publisher.
From the Turf, Field and Farm.
He was an old New Yorker ana bo
talked with the precision Of the printed
page: would you believe it? When
the Tribune was started it refused IA
publish theatrical advertisements Or
to chronicle the movements ofplayers
Now it gives much space to the STAGE
When Mr.. Bonner was pushing the
Ledger, ne bought a page in the dailv
seml-weekly and weekly Tribune. agree.
ing to pay $4,000 for it. After the
advertisement had appeared in the
daily Mr.. Greeley raised the objection
that it would hurt the weekly, which
had large circulation, to allow such,
2 a., man TO occupy SO much space in it.
Mr.. Bonner insisted that the contract
should be carried out in good faith.
but Mr.. Greeley was obstinate. and
the matter was compromised byno
charge beng made for the page
occupied in the daily. When
Mr.. Bennett, the founder of the
Herald, heard of the transaction
ne said to his trusted lieuten.
ant, Joe Elliott, that the Tribune peo-
pie were foolish; that no advertiser
could ask for too much space at the
regular rates in the Herald. Mr.. Eli
otttrepeated this conversation to Mr..
Bonner, and the proprietor of the
Ledger quickly remarked, Tell Mr..
Bennett that will take eight pages
OF his paper AS the Herald was an
eight-page journal, the advertiser put
IN a bid for it's entire space. Mr.. Ben
nett was equal to the emergency. He
put on sixteen pages, three pages of
the Ledger advertisement going into
one-half section and five into the 9TH
er half. This was the first time the
Herald ever issued q sixteen page pa
per, and the feat was regarded as
something wonderful. How different
at the present, when more than thir-
two pages are sometimes caught and
folded from the press. Sam Sinclair,
the publisher of the Tribune, lived at
that time in Twenty-eighth street,
near Eighth avenue. The morning
that the sixteen-page Herald came
out he took his seat in the street car
and bought a copy OF Mr. Benefits
paper. When he opened the first half
and saw three OF the pages monopo-
lied by the Ledger a scowl
came over his face and he
tossed the sheet over his shoulder
through the open window. Mr.. Bon
ner, who had got into the same car
one block higher up, was amused by
sinclair's act, and he called out: you
have thrown away the lesser part; you
will find the greater in what you have
kept Mr.. Sinclair colored to the
roots OF his hair, and opened thesheet
and was, greatly surprised-to see that
five OF the pages were gwen up to the
Ledger. The fact then daWned on him
! that he and Greeley had made a mis-
take in refusing to carry out the con-
tract with Mr.. Bonner for one page in
the Tribune. The first Sunday Herald
was issued to get rid of the leftover
matter which encountered the galleys.
1t was an experiment; but it brought
such good results as to lead to the es-
tabli;4hment of a regular Sunday edi-
tion Of the paper. Mr.. Bennett was
quiciS to sieze q point and profit by it.
Nc II the morning journals, includ-
: ing ihe Tribune, print Sunday issue,
and it is really the elaborate and most
], costly paper OF the week The changes in
the newspaper world are marvellous to
an old-timerlike myself" A far-away
look came into the eyes of the speaker
/. us he uttered the last words, as if the
faces of the elder Bennett, Horace
Greeley, Henry j. Raymond and other
journalistic stars rose before HIM from
the mists of the past. Then he NUT
tered something about time moving on
with remorseless tread, indifferent to
!, change, and thrust his hands into his
pocket and walked away.