The examiner., 1886-03-27
OLD FASHIONED JOURNALISM.
Robert Bonner as an Advertiser . Bennettss First Sunday Edition.

Robert Bonner as an Advertiser @@ Bennettss First Sunday Edition.
 He was an old New Yorker, and he talked with the precision of the printed page, says the Turf, Field and Farm, from which we quote: s'Would you believe it? When the Tribune was started, it refused to publish theatrical advertisements or to cronicle the movements of players. Now it gives much space to the stage When MT. Bonner was pushing the Ledger, he bought 8 page in the daily, semi weekly, ard weekly Tribune, agreeing to pay $3, ,0OO, for it. After the advertisement had appeared in the daily, MT. Greeley raised the objection that it would hurt the weekly, which had a very large circulation, to allow one man to occupy so much space in it. MT. Boomer insisted that the contract should be carried out in good faith, but MT. Greeley was obstinate, and the matter was compromised by no charge being made forzthe page occupied in the daily. ssWhen Mir. Bennett, the founder of the Herald, heard of the transaction, he said to his trusted lieutenant, Joe Elliott, that the Tribune people were foolish; that no advertiser could ask for too much space at the regular rates ill the Il erald. MT. Elliott repeated this conversation to MT. Bonner, and the proprietor of the Ledger quickly remarked, Hell MT. Bennett that will take eight pages of his paper AS
 
 advertiser thus put in bid for the whole of its space. Mr. Bennett 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 other half. This was the first time the Herald ever issued six teen-page paper, and the Ieat was regarded as something wonderful. d at "a more than thirty-two pages are sometimes caught and folded from the pressl Sam Sinclair, the publisher of the Tribune, lived at that time in 2Sth Street, near Eighth Ave. The morning that the SIX teen page Herald came out, he took his seat in the street car and bought copy E of MT. Bennetts paper. When he opened the first half, and saw three Of the pages monopolized by the Ledger, scowl came on his face, and he tossed the sheet over his shoulder through the open window. MT. Bonner, who had got into the same car, one block higher up, was amused by SincIair's act, and he called out: You have thrown away the lesser part; you will find the greater in what you have kept.' MT. Sinclair colored to the roots of his hair, and opened the sheet and was greatly surprised 10 see that five of the pages were given up to the Ledger.
 1.-The fact then dawned on hIm that he and Greeley had made mistake in refus- ing to carry out the contract with MT. Bonner for one page in the Tribune The first Sunday Herald was issued to get rid of the leftover matter which encumbered the galleys. It was an experiment.; but it brought such good results as to lead to the establishment of 8 regular Sunday edition of the paper MT. Bennett was quick to seize point and profit by it. Now all the morning journals, including the Tribune, print 8 Sundays 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 timer like myself A far-away look camc into the eyes of the speaker as he uttered the last words as if the faces of the elder Bennett. Horace Greeley, Henry J. Ray mond, and other journalistic stars rose before him from the mists of the past. Then he muttered something about time moving on with remorseless tread, indlf- ferent to change, and thrust his hands into his pockets and walked away