The morning call., 1890-09-08
LOTTERY NEWSPAPERS.

We observe that public attention is being
drawn TO the growing practice of advertising
unprosperous newspapers by means of lot
teries. The practice has been in use for
some time at the East, and one newspaper
published in this city, which generally Dor
rows its idle as from the East, has followed it
here. The philosophy of the business is
this: The lottery will attract the notice OF
that large class which is imbued with the
gambling interest; they will take chances III
it IN the hope of winning the prize, and, col
laterally, the newspaper will benefit by be-
ing advertised ard talked about in circles
where its existence was previously unknown.
The flaw in the calculation is obvious. sue
cess cannot be won by advertising lodges,
unless the journal which resorts TO them
proves bv its intrinsic merit that it is en-
titled to public support. II it Is dull, unre-
liable and silly, the more its existence is
known the less business will it get In ad-
yertising its existence it likewise advertises
its w0rthleSsnesS.
This may be illustrated by reference to
other branches of business. A tailor who
advertises that he will give bouquet with
every suit of clothes will not get customers
if his clothes are Hitting and dear, for 1t is
raiment which people want OF him, notbou-
quets. Nor will hardwareman increase
his sales by announcing that all visitors 70
his store will be presented with cigars ana
whisky, so long as his hardware is no better
than the goods which can be bought else
where for it is hardware which the public
propose TO buy Of bin, not cigars and
whisky. Indeed, the normal effect OF of1er-
ing premiums for trade is to lead people TO
suspect that the goods thus doomed are
really inferior and that the premium con-
ceals fraud. When grocer offers to give
away a teapot with every pound of tea he
sells. every body sees that there must be a
catch somewhere and they prefer to buy
their tea elsewhere.
SO when a newspaper is forever offering
bOunties or tickets in a lottery TO persons
who subscribe, the natural inference is thai
the newspaper is not worth what it costs
if ii were a good paper ii would COMMAND
subscribers on its merits. What people
want in newspaper is the news OF the
day. with judicious and honest comments
thereon They don't want worthless and
unreliable newspaper Adventurous per-
sons. fond of taking chances III gambling
schemes may put little money in these
lotteries; but the years subscription TO q
journal which they don't want cuts no
hgure in their expectations, and hey throw
the sheet aside with other dodgers. 1t is
the prize they are after, not the newspaper.
There appears to be a movement III
England to enforce the anti-lottery laws
against newspapers which otfer chances to
subscribers. A little experience will dis
gust the premum-givers with the futllity oil
their dodge. Men cannot lie trapped fol
much length OF time into subscribing to
newspaper they don't want by extr neouS
brides. The money inv sted in premiums
will be better spent if it is laid out in i'm
proving the paper.
1t is not Il very difficult thing, with the
machinery now in existence for the collec-
ton OF news, and with the literary ability
which is lying around in search of employ.
ment, to make n fairly good newspaper
But the enterprise, TO succeed, must be un-
dertaken as a serious business proposition.
It must not be conducted as harum- scarum
frolic, carried on apparently for fun, with
out concern for tie good Of the public, or for
the profit to the proprietor. Such enterprises
do not deceive the eople to much extent
They are regarded as a wild prank by
somebody who has more money than he
knows what to do with, and never command
serious attention. They cannot climb into
the favor or respect of the public by cling
ing to the tail of lottery kite.